Time will only tell if more high profile artists will partner with McGrath to promote both their music and her latest makeup feat.
Beauty brand Pat McGrath Labs has teamed with 300 Entertainment, Spotify and its merchandise partner Merchbar for an industry-first e-commerce venture that allows fans to buy makeup through the platform.
Here's how it works: Spotify listeners can watch Maggie Lindemann's music video for "So Obsessed", where the 19-year-old up and comer models a slew of lip shades from the MUA's line.
The aptly titled "So Obsessed" campaign now features an early release of three Pat McGrath Labs' products: the LiquiLUST 007 Liquid Matte Lipsticks in Possessed, Revelation Red and Nightshade.
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The products will be sold through Merchbar - who have been offering Spotify's 140 million subscribers the chance to buy merchandise like T-shirts and vinyls since 2016. 'Pat is not only a fashion icon, she's an incredible person and a great friend'.
The launch of Pat McGrath Labs x Maggie Lindemann on Spotify marks the first ever opportunity for young, digital-first music fans to purchase beauty products in this way.
McGrath added that she was excited to be part of a project that merged music and beauty in a way that it had never been done before. In this digitally-empowered, digital era of make-up, where fans crave instant glamour gratification I always want to reach fans where they're most engaged.
The worlds of music and beauty have always been intertwined, but now they're living together on the same platform: Spotify. Meet upcoming pop singer and McGrath-muse, Maggie Lindemann.
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