Whenever celebrity makeup artist Pat McGrath plans her next product launch, models from Bella Hadid to Naomi Campbell are quick to Instagram her lipstick, eyeshadow, or latest palette, and we can’t wait to get our hands on it.
Starting today, McGrath is teaming up with Spotify and rising pop star Maggie Lindemann to sell makeup on the platform — a first for Spotify. The two have teamed up for a campaign called “So Obsessed,” which will see Lindemann use some of the makeup artist’s cult products, which will be instantly available to shop on her artist page through Spotify’s merch partner Merchbar.
If it sounds a little weird, it is. This is an industry first for a music platform to partner with a beauty brand, but McGrath has always been committed to celebrating elements that span music, art, and culture, so we can understand why she chose this collaboration. Spotify’s merchandising section has historically been devoted to selling band T-shirts and traditional music merch. “Beauty, fashion and music have been closely linked since the 1960s,” McGrath said in a statement.
To celebrate the partnership, Lindemann will also release her new single, “Obsessed,” on November 17. Perhaps most exciting of all, however, McGrath is also launching her new LiquiLUST 007 (a stunning collection of shimmery lipsticks) products through the platform today; they won’t be available on her website or anywhere else until later this week. Of course, you can also buy a range of her unlimited edition products, including eyeshadow palettes and eyeliners, through Spotify right now.