Pin It
Pat McGrath

Pat McGrath becomes Selfridges’ best-selling beauty line in its first month


TextOlivia Edwardes

The Mothership is here to stay

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.

Read Next
Dazed Hannah Murray
From ballet to blush: MUA Hannah Murray on her effortless, cool girl style Spotlight
queer eye fab five self care netflix
Why we should question the ‘self-care’ of Queer Eye Think piece
dorian electra music genderfluid music artist
Pop star Dorian Electra flips gender stereotypes using ‘gross’ make-up Beauty Feature
kim kardashian vampire facial blood period
Abso-bloody-lutely: Five uses for your period blood every month Beauty Feature
glasses are forbidden japan women ban
#GlassesAreForbidden: Female workers in Japan protest rule banning glasses Beauty news
Isamaya Ffrench Jermaine
Learn how to create these experimental make-up looks with Isamaya Ffrench Beauty news
Huda
Huda Beauty is coming to London with its first-ever pop-up store Beauty news
sweetmutuals instagram make-up artist rina sawayama
@sweetmutuals is the eclectic MUA artist captivating IG with her beauty Beauty Feature
Sacred Gold
Curated ears and more of the biggest piercing trends for 2020 Beauty Feature
Af4KZ-1
What will designer babies look like in the future? Think piece
mary_dav tribal tatto tramp stamp make-up
Calling all spooky bitches! Try this dark beauty trend post-Halloween Beauty Trends
ZitSticka We Got You
Ashley Armitage’s new campaign is a joyful, authentic depiction of acne Beauty Feature
Greentea Peng
Tattooed, lip gloss-obsessed singer Greentea Peng keeps her beauty natural Beauty Feature
female orgasm mila kunis sex
Is faking an orgasm anti-feminist? Think piece
Rosalia
Rosalía has declared monobrows cool in ‘A Palé’ video Beauty news
Darby Woodlief
MUA Darby Woodlief creates ‘ugly’ beauty using paint and food scraps Makeup artist