Luxury fashion houses have been ruling the industry for decades, where the concept of buying an expensive piece solely due to the brand name is not a new idea. However, in the beauty world, this concept is relatively new.
Since the 90s, Pat McGrath has been what Anna Wintour has said to be “the most influential makeup artist in the world.” Whether on the runway or on Instagram, the makeup community longs for the looks McGrath cultivates. She opened her brand Pat McGrath Labs (PML), in 2015, bringing a whole new meaning to the luxury makeup game. Unlike her competitors in the luxury makeup industry, like Chanel, Dior, and Tom Ford, McGrath had to rely on her personal skill in makeup artistry to be a success.
The perfect phrase to describe the aesthetic of PML is “the streetwear brand of beauty.” With sleek, glossy black packaging and an iconic gold-plated logo, her products are statement pieces, not to mention incredibly weighted. McGrath’s releases are just as anticipated in the beauty world as a new Nike shoe drop would be to a Hypebeast. Even the PML website is very fashion-forward. The landing page greets consumers with billboard-like animatronics, and her product names follow a space theme, which feels like the cherry on top of McGrath’s consistent forward-thinking approach in the beauty world.
The PML and Supreme collaborations show that McGrath’s brand truly is the streetwear brand of beauty and that anyone of any gender should be able to participate in the community. McGrath released the first red lipstick in collaboration with Supreme, and it sold out immediately and began reselling for 225% higher. Their latest collaboration from August 2022 brought a “first” for both brands: nail polishes. At this point, it’s safe to assume that the second collaboration will be just as successful as the first.
Makeup has a bad reputation as a product women use to “mask” themselves. This couldn’t be further from the truth, and Pat McGrath consistently proves that makeup is a form of artistry used to enhance natural beauty and express oneself. McGrath has earned her title as this community’s wise “mother.”
Words by: Amanda Applebaum
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