Their duet has put makeup on Spotify
Pat McGrath Labs became the first beauty brand sold on Spotify last week, making its titular founder not only one of the world’s most influential makeup artists but perhaps the most innovative.
The partnership is a collaboration among Spotify, its merchandise partner Merchbar and singer Maggie Lindemann, just announced as McGrath’s latest muse last week.
Alhough it may appear an unlikely gig for the voice behind the song “Pretty Girl” and its anthemic lyrics, “… your ribbons and your pearls / ’Cause I’m not just a pretty girl,” it appears, instead, to be kismet.
Lindemann, a Texas native, said she shares McGrath’s passion for “creative expression and art” and concurs in the belief that beauty is individual, imperfect and beyond skin deep. When viewed through this lens, “everyone is beautiful,” said Lindemann, who added that she has long been inspired by McGrath, who is celebrating 25 years in the business. “I’ve admired Pat’s work for runway, red carpet and editorial for years,” said the 19-year-old songwriter and social media star. “I have so much respect for her.”
For McGrath’s part, stumbling onto Lindemann was a happy accident. “I happened upon Maggie while scrolling through Instagram,” said McGrath, whose beauty products are available at www.PatMcGrath.com and at Sephora. She said she was immediately captivated by Lindemann’s “new generation glamour” and “incendiary fire.” After discovering, through a friend, that Lindemann was a fan, the collaboration evolved organically, she said. “My choice to work with someone is immediate and intuitive, and the connection has to be there — on both sides,” McGrath said.
In this case, it was. “When Pat approached me,” Lindemann said, “I thought, ‘Kim Kardashian, Naomi Campbell, Hailey Baldwin, Paloma Elsesser and now me. … Wow!’ I’m so honored to be in such great company.”
Thanks to the Spotify partnership, which bowed Nov. 13, Lindemann’s fans can purchase products — the singer’s three favorite shades of Liquilust 007 Liquid Matte Lipstick: Possessed, Revelation Red and Nightshade — through her Spotify artist page.
“You cannot be afraid to move, pivot, try new things, take giant risks or do what’s never been done before,” McGrath said. “This is the only way to grow. When something new and different crosses my path, I think, ‘How can I flip expectations while creating something completely new?’”
Timed with the launch of the Pat McGrath Labs’ “So Obsessed” campaign, Lindemann dropped her new single “Obsessed” on Spotify on Friday. “I’m so happy for my fans to get access to Pat’s products,” said Lindemann, who clocks about 7 million people who listen to her music every month in addition to a combined total of about 31⁄2 million social media followers on Instagram (2.4 million), Twitter (473,500) and YouTube (494,000).
“I’m obsessed with technology,” McGrath said. “Since the very beginning, it’s been [our] mission to use social media in groundbreaking new ways. We launch our products via social media, we’ve found our most legendary #McGrathMuses via Instagram, and now we’re delving into creative collaborations via Spotify.
“I’ve never been interested in settling for what’s normal or expected,” McGrath said. “As long as the world continues to evolve, so will I. One step ahead — doused in sequins.”