Pat McGrath links with Selfridges for UK launch

By

Barbara Santamaria

Published
Mar 14, 2019

Pat McGrath’s billion dollar beauty brand is coming to the UK with a bang, launching in partnership with Selfridges in a major campaign that includes taking over the Corner Shop and exclusive collaborations with Prada, Valentino and Versace.

The brand is a beauty phenomenon, launching with a single product in 2015 - the same year that Kylie Jenner launched her debut Kylie Lip Kit. Last year, it received a $60 million investment from private equity firm Eurazeo in a transaction that valued the business at $1 billion. In 2018, it was expected to make $60 million in sales.

Central to the brand is its founder Pat McGrath, dubbed the ‘Mother of Makeup’. Launching in Selfridges on 4 April, the ‘Mothership’ is taking over the department store’s Corner Shop for three months of exclusive releases and indulgent beauty services, and will host a panel talk and masterclass.

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The events will be part of a wider “Technicolor Odyssey” campaign celebrating her UK homecoming, with McGrath herself overseeing the design of all 24 of the store’s window displays.

UK shoppers will be able to shop the entire makeup collection under one roof for the first time in Europe, and there will be limited-edition releases with high-end brands including Comme des Garçons, Valentino, Manolo Blahnik, Rick Owens and more.

“Selfridges to me is an iconic London landmark; the epitome of luxury that is always finding new ways to excite and intrigue its customers. It has been the most divine experience to collaborate with Selfridges on this incredible campaign and have the opportunity to share my vision throughout the store. The windows, the event, The Mothership… it’s going to be major,” commented Pat McGrath to the Evening Standard.

Sebastian Manes, Selfridges buying & merchandising director, added: “Welcoming Pat McGrath as Special Guest Editor to the ‘A Technicolour Odyssey’ campaign will be one of our proudest ever Selfridges moments.”