The first destination in Europe to host the full Pat McGrath Labs beauty range, this unique brand presence, called The Mothership, was imagined and directed by Pat McGrath herself, and showcased McGrath's personal curation of “mind-blowing” designer products and collections that were exclusively created for McGrath and the retailer’s Technicolour Odyssey campaign. McGrath also collaborated with Selfridges to create 24 of the store’s iconic windows – the first time that 24 windows have been created by a single brand.
“Pat McGrath Labs was our biggest and most successful launch ever,” noted Sebastian Manes, Selfridges buying and merchandise director. “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.”
Less than one month after launch Pat McGrath Labs, the brand consistently achieved #1 brand for domestic online beauty sales, beating all other beauty brands at Selfridges.