07.26.19
Pat McGrath Labs—the eponymous makeup brand created by the British makeup artist—has launched a permanent beauty counter at Selfridges Oxford Street. It will also open at Selfridges Manchester later this summer. This expansion follows the brand’s success of its three-month Pop-Up retail experience at Selfridges Oxford Street’s The Corner Shop, which was the longest running pop-up by any beauty brand in Selfridge’s history.
The first destination in Europe to host the full Pat McGrath Labs beauty range, this unique brand presence, called The Mothership, was imagined and directed by Pat McGrath herself, and showcased McGrath’s personal curation of “mind-blowing” designer products and collections that were exclusively created for McGrath and the retailer’s Technicolour Odyssey campaign. McGrath also collaborated with Selfridges to create 24 of the store’s iconic windows – the first time that 24 windows have been created by a single brand.
“Pat McGrath Labs was our biggest and most successful launch ever,” noted Sebastian Manes, Selfridges buying and merchandise director.
Less than one month after launch, the brand consistently achieved No. 1 brand for domestic online beauty sales, beating all other beauty brands at Selfridges.
The first destination in Europe to host the full Pat McGrath Labs beauty range, this unique brand presence, called The Mothership, was imagined and directed by Pat McGrath herself, and showcased McGrath’s personal curation of “mind-blowing” designer products and collections that were exclusively created for McGrath and the retailer’s Technicolour Odyssey campaign. McGrath also collaborated with Selfridges to create 24 of the store’s iconic windows – the first time that 24 windows have been created by a single brand.
“Pat McGrath Labs was our biggest and most successful launch ever,” noted Sebastian Manes, Selfridges buying and merchandise director.
Less than one month after launch, the brand consistently achieved No. 1 brand for domestic online beauty sales, beating all other beauty brands at Selfridges.
