One of the beauty world’s icons has finally made it to the region, with makeup artist Dame Pat McGrath launching her cult favorite brand, Pat McGrath Labs, exclusively at Sephora Middle East this month. “It’s about time! It’s a natural thing for me to be in the Middle East, and I’m so excited and so proud,” exclaims McGrath, in a Zoom with Vogue Arabia. “I’ve received so many letters from the Middle East from women who just love makeup, so I know everyone else is just as excited about this.” Now available on counter are some of beauty’s most covetable eyeshadow palettes, lipsticks, and complexion bases, each conceived of and perfected by McGrath herself. “The whole idea behind Pat McGrath Labs is that we are a laboratory, working to show people the beauty of makeup and textures, and the power of beauty,” explains McGrath. “I wanted to share all of my secrets with you.”
First launching in other markets in 2015, Pat McGrath Labs is known for its highly pigmented formulas, editorial aesthetics, and huge range of shades. McGrath says that the brand is perfect for the Middle East, where women appreciate makeup and luxury. “Your makeup lovers know a lot about formulas, so today’s consumer is excited and wants to experiment with beauty. That creativity and expression is what I want to impart on the world.”
Known as the makeup artist to watch out for every Fashion Week, McGrath has spent the last 25 years shaping the beauty identities of the world’s best designers, counting Prada, Armani, Miu Miu, John Galliano, Jil Sander, Christian Dior, Stella McCartney and Alexander McQueen within her VIP clients list. Ever affable, McGrath suffers from the terrible problem of having worked with too many talents to play favorites. “It’s hard to choose a favorite with the hundreds of models and celebrities that I’ve worked with,” she muses. Naomi Campbell is both a close friend and the first muse and face of Pat McGrath Labs, while she’s created looks for everyone from the 80s supermodels to contemporary celebrities like Rihanna and Bella Hadid.
Her clients also include Middle Eastern VIPs, who McGrath remains tight-lipped about. “Without mentioning names as they are very private, I’ve worked with those top names and families in the Middle East too, so I’ve been very blessed. They want authenticity.” In addition, McGrath’s looks have been a staple of Vogue worldwide, working on some of the magazine’s most iconic covers. “I started working with the best, with Vogue, creating hundreds and hundreds of Vogue covers,” she shares. “Even if we are doing subtle makeup, it has to be something special, being surrounded by such excellence gave me the inspiration to only ever launch with something exceptional.”
During the pandemic, McGrath says she wanted to bring her world of color directly to her audience, via social media. “People needed the escape, to see color which brings so much joy. They were craving fun with makeup,” she smiles. “It was my mission to bring joy through color so that’s what I did. It was the right thing and the right timing – although it could have been a little sooner! We’ve been teaching people about makeup from their homes, with live masterclasses and tutorials. When you even swatch a color on your arm and see that beautiful shine, you get joy, pure joy.”
Pat McGrath Labs is now available at Sephora.ae Sephora.sa, Sephora.com.kw, Sephora.qa, Sephora.bh, Sephora.om, the Sephora app, and in-store at Sephora The Dubai Mall.
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