After seven sold-out (often in minutes), limited-edition makeup collections, Pat McGrath is finally launching the first permanent range in her line, Pat McGrath Labs. According to McGrath, the 61-SKU collection, which includes lipsticks, eye shadow palettes, mascara, lip pencils and eyeliners, is 25 years in the making. "I am unlocking the history of my 25-year career and exploring the artistry and alchemy that has defined my work and revolutionized the runway, red carpet and editorial for decades," said McGrath in a statement. "When I launched my first seven collections, I focused on creating limited editions devoted to a singular, seductive beauty ideal... I was thrilled when they sold out within minutes and inspired hundreds of millions of shares on social media by a community that is just as obsessed by beauty and makeup as I am. How could I respond to this nearly incalculable cult-cosmetic craving except by designing the ultimate cosmetic collection?"
The Pat McGrath Labs Unlimited Edition centers on three eye palettes, dubbed the "Mothership" palettes, each with a range of 10 plush powder eye shadows in matte neutrals, holographic metallics and shimmery bold pigments. (They will retail for $125 each.) The eye collection is rounded out with PermaGel Ultra Glide Eye pencils (available in five shades at $25 each) and Dark Star Mascara ($28).
In the lip category, there are 31 LuxeTrance Lipsticks — a new creamy formula with intense color payoff and a subtly shiny (though not glossy) finish — which are joined by the nine existing shades of MatteTrance Lipsticks. (Both formulas will retail for $38 a pop.) And finally, the collection includes 12 PermaGel Ultra Lip Pencils ($25). The entire collection is beautiful and luxurious and artful — and that's before you even get to the packaging.
Brace yourself: The black-and-gold lipstick tubes that made their debut with the launch of MatteTrance back in June were just the tip of the packaging iceberg for McGrath.
The weighty, lacquered black palettes have beveled interior mirrors and are mounted with "hallmark" insignia on the front and engraved plaques on the base. Even the boxes that house each product have a story behind them: McGrath turned to social media to commission fan art for them. "To further deepen my commitment to serving as an incubator for new creative talent in fields beyond makeup artistry, I am very proud that Pat McGrath Labs packaging showcases young, extraordinarily talented artists from around the world that I discovered on social media who were kind enough to create work inspired by [my makeup]," said McGrath.
The Pat McGrath Labs Unlimited Edition launches at 12 a.m. EST on Sept. 16 on patmcgrath.com (the makeup artist's newly-debuted site). It will also be available beginning on Oct. 4 in a selection of 25 Sephora stores and on sephora.com.