When Pat McGrath finally launched her eponymous brand in the UK this April as part of her “Technicolor Odyssey” pop up in Selfridges, beauty junkies rightly lost their shit. “So much of what inspires me personally and PAT McGRATH LABS is firmly rooted in London. Punk. Blitz. New Romantic. The list is endless. I knew I’d launch in the UK but it was just a question of when and how,” McGrath told Dazed Beauty ahead of the Selfridges launch.
With the brand previously only available in the US, up until this moment, you’d have been hard-pressed to get your hands on some of Mother’s magic this side of the pond, relying on the charity of travelling friends or sacrificing next month’s rent on the necessary shipping fee and import tax sacrifices.
Thankfully, Technicolor Odyssey changed all that. Featuring products from the brand’s hero collections, against a backdrop of dripping chandeliers, and distorted masks, the pop-up took up 155 sq of the ground floor and 24/27 of its iconic windows lining the outside. It was the largest retail takeover Selfridge’s has hosted. It’s no wonder, then, that Pat McGrath Labs has become Selfridges’ best selling beauty line, breaking records for the highest cosmetics turnover in its first month on sale at the department store as well as the best daily cosmetics sales in its history. In fact, one Pat McGrath Labs product was sold every 40 seconds.
It gets better. Though the pop-up will sadly come to an end 23rd June, Selfridges has announced a Pat McGrath Labs counter will launch permanently in the Selfridges Oxford Street beauty hall on 24 June.
Thank you, Mother.
