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
Fenty Cameo Campaign
Visionary hairstylist Issac Poleon shares 5 groundbreaking hair looks Beauty Feature
Linda Evangelista
Linda Evangelista says cosmetic surgery ‘permanently deformed’ her Beauty news
Dazed Live DB Header
Join MUA Lynski and hair stylist John Allan for live beauty tutorials Beauty news
Circus Magazine3
Circus is the unserious beauty platform for total weirdos Beauty Feature
pjimage
Teens on TikTok are removing their own IUDs and doctors are freaking out Beauty news
HUNTER SCHAFER
Alien masks and gothic twists: the best make-up looks from 2021’s Met Gala Beauty Feature
Bella Hadid Kin Euphorics
Will Bella Hadid’s new holistic health drink cure our depression? Ask an expert
Dan Sur chain hair
This rapper underwent surgery to replace his hair with gold chains Beauty news
CHEEX
CHEEX is the porn and sex education platform you wish you’d had Beauty Feature
Jennifer Aniston, Rachel, Friends
Jennifer Aniston discusses her ‘love-hate’ relationship with the Rachel Beauty news
Aesop’s Queer Library
Aesop’s free Queer Library has arrived in the UK Beauty news
Teeth Sparkle
These bedazzled tooth gems are autumn’s hottest Y2K accessory Tried and Tested
Lil Uzi Vert diamond implant
Fans tore out Lil Uzi’s $24 million forehead implant while crowd surfing Beauty news
S03E21-22-rachel-makeup
Get the Rachel: Jennifer Aniston is launching a beauty line Beauty news
Beauty Horoscope: September 2021
September 2021 horoscope: spruce up your self care this Virgo season Horoscopes
Bella Hadid
Bella Hadid’s ‘brain care’ drink will remedy your serotonin depleted head Beauty news