pat mcgrath spotify
IN THE MIRROR #SOOBSESSED at Labs TV© Courtesy of Labs TV

Forget going to the drugstore next time you need a makeup fix — you can now buy beauty products on Spotify.

The music streaming platform has teamed up with the iconic makeup artist Pat McGrath to sell new beauty products on Maggie Lindemann’s Spotify artist page. The US singer-songwriter and the beauty expert have teamed up on a new Pat McGrath Labs collection to mark the release of Lindemann’s upcoming single “Obsessed.”

“Beauty, fashion and music have been intrinsically linked since the 1960s,” said McGrath in a statement. “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. That’s why this relationship with Spotify is absolutely major, because it merges beauty and music in a whole new way, that’s never been done before.”

The Pat McGrath Labs x Maggie Lindemann collection launches with a campaign called “So Obsessed,” comprising a video that sees the emerging star modeling the new ‘LiquiLUST 007 Liquid Matte Lipstick’ in the shades ‘Possessed’, ‘Revelation Red’ and ‘Nightshade’. The lipsticks are now available from Lindemann’s Spotify page, priced at $22 each.

The unique new retail strategy was made possible by Spotify’s partnership with 300 Entertainment and its integration with Merchbar, which it first unveiled in 2016 and has been using ever since to offer artist merchandise on the streaming service.

To watch the “So Obsessed” campaign video, see

sm/cm – Relaxnews