Pat McGrath Labs lands at ASOS
ASOS is expanding its selection of premium Face + Body brands with the launch of Pat McGrath Labs.
From eyeshadows to lipsticks, Pat McGrath Labs was founded in 2015 with a dedication to empowering individuals to express their unique, authentic selves.
The US-based brand brings 53 products across eyes, lips and base to the online retailer, such as its Mothership Eyeshadow Palettes, Divine Blush Legendary Glow Colour Balm, Matte Trance Lipsticks and Fetisheyes Mascara.
It joins a number of other brands at ASOS, including Elemis, Charlotte Tilbury, The Ordinary, Sol de Janeiro and Laneige. The retailer started selling beauty products in 2004 and rebranded the category to Face + Body in 2017.
Bernadette Sullivan, Director of Face + Body at ASOS, said: "As a brand that perfectly fuses fashion and beauty together, Pat McGrath Labs aligns with our commitment to providing our customers with the very best in beauty.
"We are thrilled to welcome the brand to our Face + Body category, expanding our premium product offering."
The news follows the promotion of Sean Trend to Managing Director at ASOS for the UK and US, as part of its customer-focused approach to driving growth.
It also comes as celebrity makeup artist and founder Pat McGrath joins Louis Vuitton as Creative Director of La Beauté Louis Vuitton, the luxury brand's entry into beauty.
Launching with 55 lipsticks, ten lip balms and eight eyeshadow palettes, the category took nearly four years of research and development to create the initial lip and eye colours.
