“Obviously, there is more to come—this is only the beginning!” said makeup legend Pat McGrath, encircled by beauty editors, at the launch of her permanent (yes, permanent—no more eBay bidding wars to get your hands on those limited-edition drops) collection. While my first thought after seeing the number of products—eyeliners, lipsticks, lip liners, mascara, and shadow palettes—splayed out on a table littered with glittery gold sequins wasn’t “What’s next?” McGrath made sure that this announcement had something to appease everyone. “It was always my intention to do a line, but every time I came across a formula I couldn’t live without, I released it because I’m just that way—I’m very impetuous,” she said. “All along, I was building this line, and as you know, it takes a long while.”
As for why now: “It felt like this was time—there are enough makeup loonies out there, it didn’t feel like a hard sell,” the pro explained. “Women aren’t afraid to get out of nudes or wear eyeliner. It felt like a time where flawless textures wouldn’t go unappreciated. These are my love letters to the makeup addicted.” McGrath, an artist who famously travels with 87 trunks of makeup during show season, is certainly not a minimalist and was often labeled a “looney” by many who saw her obsession as excessive, but she noted that now “that’s kind of normal.” Sure, most of us aren’t toting every shade of Swarovski crystal or lipstick imaginable every day, but then again, the majority of people aren’t whipping up spotlight-stealing looks for the biggest names in the fashion business either.
There’s something to be said, however, for always being prepared to craft an Instagram-worthy smoky eye or lip these days. And McGrath, the ultimate beauty Girl Scout, has you covered not matter the situation with her rather expansive new range wrapped up in packaging designed by illustrators discovered on Instagram, or, as McGrath dubbed this special collection of collaborators from around the globe, her “social media family.” Here, what makes each product in this 61-piece line special straight from Mother herself.