Every time celebrity makeup artist Pat McGrath plots her next product release, it’s expected that models ranging from Bella Hadid to Naomi Campbell will be Instagramming lipsticks, eye shadows or the latest palette before we can get our eager hands on it. The legendary MUA has been using social media platforms to tease out new releases since she started her eponymous line in 2015, and now she’s taking it to the next level.
As of today, McGrath is teaming up with Spotify and emerging pop singer Maggie Lindemann to sell makeup on the platform—a first for Spotify. The two are launching a campaign called “So Obsessed” that sees Lindemann wearing some of the makeup artist’s cult-worthy products, which are available for purchase immediately through Spotify’s merchandise partner, Merchbar, on her artist page.
If it sounds a little strange, it kind of is. It’s an industry first for the music platform to join forces with a beauty brand, but McGrath has always been about celebrating references that span across music, art and culture, so we can see why she’d opt for this kind of partnership. The merchandising component of Spotify has primarily been used to retail band tees and the conventional music merch in the past. “Beauty, fashion and music have been intrinsically linked since the 1960s,” McGrath said in a statement.
In honor of the collaboration, Lindemann will also debut her new single “Obsessed” on Nov. 17. However, perhaps the most exciting part of this ordeal is that McGrath is launching her new LiquiLUST 007 (a stunning glitter and gloss lipstick collection) products through the platform today as well; and these products won’t launch on her website or anywhere else until later this week. Of course, you can also shop a selection of her Unlimited Edition pieces, including palettes and eyeliners via Spotify now too.