Pat McGrath Labs x Spotify

There are few industries that have remained immune to the disruption of the internet and social media, and make-up is no different. The latest industry first comes via a collaboration between make-up legend Pat McGrath, Spotify and emerging music artist Maggie Lindemann. McGrath—who, as British Vogue‘s new beauty editor-at-large, created the striking blue eye-shadow look on Adwoa Aboah for the magazine’s first cover under editor-in-chief Edward Enninful—launched her eponymous make-up collection in the UK earlier this year to critical fanfare. Her partnership with Lindemann and Spotify sees art and commerce work as a well-oiled machine: upon the release of Lindemann’s new single, So Obsessed, users are able to buy the latest LiquiLust collection from Pat McGrath Labs via the link to Merchbar at the bottom of Lindemann’s Spotify page. Lindemann might not be a household name in the UK, but thanks to her avid fanbase on social media (2.4 million followers on Instagram), the strategy should be a hit with Generation Z.

Maggie Lindemann on Spotify; Pat McGrath Labs; @patmcgrathreal; @maggielindemann

See more on FILM & CULTURE