Pat McGrath Labs is making its retail concession in Selfridges’ Oxford Street store a permanent beauty counter.
The eponymous brand of iconic make-up artist Pat McGrath first entered the department store’s Corner Shop in March, which is the longest running pop-up in Selfridges’ history.
McGrath also collaborated with the retailer to create 24 of the store’s iconic window displays as part of its Technicolour Odyssey campaign.
“Pat McGrath Labs was our biggest and most successful launch ever,” said Selfridges Buying and Merchandise Director Sebastian Manes.
“Beauty is a very big category at Selfridges and selfridges.com, which has been growing double digits in the last three years but the Pat McGrath Labs brand has been nothing short of record breaking,” he added.
Just one month after its launch, the brand consistently achieved the top spot for domestic online beauty sales.
Meanwhile, a Pat McGrath Labs product was sold every 40 seconds, according to the retailer.
“It has been an honour for me to collaborate with Selfridges,” said McGrath.
“With The Mothershop pop-up, and now the permanent counter expansion, we have the opportunity to reach so many more like-minded beauty lovers - in new markets with new experiences, and many new moments to come.”
Manes added: “We are unbelievably proud to have worked with Pat and her team on this launch project, and to continue to work closely together.”