Pat McGrath Labs partners with singer Maggie Lindemann to retail beauty products through Spotify

Maggie Lindemann

Beauty brand Pat McGrath Labs has teamed with 300 Entertainment, Spotify and its merchandise partner Merchbar for an industry-first e-commerce venture that allows fans to buy makeup through the platform. Pat McGrath Labs’ brand new products will now be available globally on Maggie Lindemann’s Spotify artist page.

The ‘So Obsessed’ campaign is a partnership between make-up artist Pat McGrath and emerging artist Lindemann, who have collaborated to release a new line of products featured in the campaign video here. The campaign allows Lindemann's fans to instantly purchase the products on her Spotify artist page through its integration with Merchbar. Timed with the launch of the campaign, Lindemann will debut her new single ‘Obsessed,’ which will be available on Spotify November 17.

This collaboration marks the beginning of a new route to market for the beauty industry and offers a new revenue stream for artists. Fans will be able to purchase Pat McGrath Labs’ newest products using the music streaming platform’s partner Merchbar – which primarily allows fans to buy traditional artist-related merchandise such as tour t-shirts and posters.

McGrath, described by Vogue as one of the most influential women in the beauty industry, said: “Beauty, fashion and music have been intrinsically linked since the 1960s. 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. I’m thrilled to see it finally come to life.”

Added Lindemann: “It’s such an honor to be launching my new single ‘Obsessed’ along with Pat McGrath Labs. Pat is not only a fashion icon, she’s an amazing person and a great friend.”

Of the partnership, Lindemann’s manager Gerald Tennison said: “Maggie and I are always searching for new creative ways to disrupt the marketplace so when Pat introduced this opportunity we jumped at the chance.”

Music veteran and co-founder/chief executive officer of 300 Entertainment Kevin Liles said: “At 300 Entertainment we believe that the fashion and beauty industry go hand in hand with music, and the partnership between Maggie Lindemann and the Pat McGrath team could not be a better fit.”

The launch of Pat McGrath Labs x Maggie Lindemann on Spotify marks the first ever opportunity for young, digital-first music fans to purchase beauty products in this way.

Jordan Gremli, Spotify’s head of artist and fan development, commented: “Maggie Lindemann is an extremely exciting young artist, with over 7 million fans listening to her all over the world every month on Spotify. In partnering with Pat McGrath to offer beauty products in this innovative new way, she will be connecting directly with her fans in the place where they go to enjoy her music already on Spotify.

“We're extremely excited that we have been able to partner with Maggie and Pat to make Spotify the only destination for their new product range – making it a world first for Spotify – and to be able to offer new products directly to her biggest fans."

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Kyle O'Brien

I am a reporter for The Drum covering a wide array of topics but always trying to tell the best stories possible. I am a former west coaster from California and Portland, Oregon, now living in Pennsylvania — with time spent in NYC each week.

I also play saxophone professionally.

All by Kyle