January 24, 2021

Pat McGrath Expands Pat McGrath Labs, Unveils Core Collection

NEW YORK — For those who weren’t quick enough to get their hands on any of Pat McGrath Labs’ limited-edition products — largely launched at random and following no specific retail calendar except the whims of founder and chief executive officer Pat McGrath — something more permanent is on the horizon.
Next month, McGrath will introduce an “unlimited” core collection of color cosmetics under her Pat McGrath Labs label, a much-anticipated first for her brand. The rollout will take place at patmcgrath.com in two stages, starting at midnight on Sept. 16 with 40 shades of lipstick in two finishes, followed by the release of lip liner in 11 shades, eyeliner in five shades, a mascara and an eyeshadow palette that comes in three colorways on Sept. 28. Sometime this month, although she won’t give a specific date, McGrath will hold a “secret” pre-sale for subscribers to her site who will get an e-mail invite to shop at patmcgrath.com before the official launch. On Oct. 6, the range will enter 25 Sephora doors and sephora.com, the brand’s exclusive retail partner.
“A lot of these colors are my all-time colors for the last 25 years…[you can] shop my archive. I can say, ‘This was

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