The makeup artist Pat McGrath, considered by many to be at the top of her profession, is trying a new way to reach potential consumers. On Monday, she will be selling a collection of cosmetics from Pat McGrath Labs via a most unlikely channel: the Spotify shop of the teenage pop star Maggie Lindemann.
In the last few years, beauty retail has shifted away from department stores and toward direct-to-consumer models driven by social media (Kylie Cosmetics, Glossier), multibrand stores made for play and engagement (Sephora, Ulta) and highly edited lifestyle selections at fashion chains (Madewell, Urban Outfitters).
Ms. McGrath is well versed in selling via social media, through her website and addictive Instagram (1.6 million followers), and she wields brick-and-mortar might through a Sephora partnership. But rather than head to a fashion store to introduce her new makeup, as one might expect, Ms. McGrath chose Spotify because of her love for music.
“Music permeates everything I do,” she said. “I love everything from Grace Jones to Nicki Minaj to Underworld to D.J. MikeQ and beyond. Music is integral to my personal inspiration.”
Additionally, she wants to keep things fresh.
“I have always believed in finding new ways to disrupt the marketplace and engage with my fellow beauty junkies where they live,” she said. And, surprisingly, Ms. McGrath chose a rising star to work with rather than reaching out to her stable of famous muses, among them Kim Kardashian West, Naomi Campbell and Charli XCX.
“I like a real mix,” Ms. McGrath said. Whereas traditional beauty campaigns may bet on household names, she finds it more “modern day and interesting to feature girls of all different levels.” She points to her affiliations with less familiar names including the model Paloma Elsesser and the musician Maxine Ashley.