When the most acclaimed makeup artist in the world creates the first-ever beauty shop-in-shop within the walls of the most important luxury retailer on the planet, we needed to know more. So, On Makeup Magazine founder/editor Michael DeVellis jumped at the opportunity to connect with Mother herself and get the low down on this exciting new project for Pat McGrath and her eponymous line.
How did the new shop-in-shop at Bergdorf Goodman come about?
PAT McGRATH LABS is the best in couture cosmetics. Bergdorf Goodman is New York City’s best retailer.This groundbreaking, first-of-its-kind collaboration gives us the insanely thrilling opportunity to push the boundaries of makeup and fashion even further. What partnership could be more natural?
What is the most exciting thing about having the first makeup shop-in-shop ever at Bergdorf Goodman?
Everything! Bergdorf Goodman is the epitome of luxury, and the opportunity to be the first beauty brand to create a cosmetic jewel box, a shop-in-shop of nearly 400 square feet on Bergdorf’s main floor, is something I’ve dreamt of since founding LABS nearly four years ago. To unite their iconic history with an exclusive LABS experience is the ultimate dream come true. I am beyond.
How will the shop-in-shop make the Pat McGrath Labs experience unique for makeup shoppers?
The PAT McGRATH LABS x Bergdorf Goodman shop-in-shop is a truly immersive experience, and the ultimate play-land for makeup junkies. It’s an unprecedented opportunity for ALL makeup lovers to explore their artistry, break the rules, and deep dive into the obsession, inspiration and addiction that fuels our brand.
Aside from the existing PML line, will there be any exclusives or special products that will only be available at the shop-in-shop?
The shop will feature some major moments not available anywhere else. But you’ll have to visit Bergdorf Goodman to find out! Mother loves a surprise.
Will this be the first of many shop-in-shops or a one-of-a-kind retail experience?
LABS is constantly innovating and disrupting the industry norms for how and where beauty brands engage their customers. There will always be something new in store.
The location will offer a 25% pro discount for makeup artists, why is it important for you to provide this to the pro?
My career has been indelibly shaped by the impossibly talented individuals who took a chance on me, supported me and lifted up my artistry. It is a vital mission of LABS’ to do the same. I am devoted to creating as many opportunities as possible for the makeup obsessed to create without caution, and feel empowered to share their remarkable vision and point of view with the world.
When this opportunity at Bergdorf Goodman began taking shape, one of the first things that I said was that I wanted this shop-in-shop to become a destination for Makeup Artists, whether just starting out or living legends, to visit so they can explore the world of PAT McGRATH LABS. And, as for the discount, when you buy as much makeup as we Makeup Artists do, you deserve a little something extra! There’s nothing that gives me more pleasure than seeing our products used all around the world by the extraordinary community of artists that I am so proud to count myself a member of.
What do you think makes PML such a loved line by the professional makeup artist?
As a professional makeup artist, I intimately understand their needs. My products have been tested backstage, on the runway, and at major shoots across the world long before they were ever brought to life with LABS. Whether you’re doing fashion shows or editorial shoots, there’s rarely the time to create a 7-step matte lip, for example. That’s why I created the award-winning MatteTrance Lipstick formulation. What used to take 20 minutes now takes 20 seconds – and delivers even better results. That approach informs every product in the brand, which is why I believe Makeup Artists love it so much.
What’s next for Pat McGrath Labs?
What isn’t?
Photos courtesy of Pat McGrath
More information about the PAT McGRATH LABS PRO DISCOUNT at BERGDORF’S
Makeup Artists ALERT: MOTHER HAS A SURPRISE FOR YOU AT @bergdorfs! In honour of our *NEW* shop-in-shop at NYC’s legendary #BergdorfGoodman, #patmcgrathlabs is celebrating by offering ALL PRO Makeup Artists an exclusive 25% discount off in-store purchases. Run don’t walk straight there to stock your kit. To qualify: bring valid ID plus valid Pro card from any makeup brand.