Pat McGrath Labs has become the first beauty brand to sell products via Spotify’s Merchbar, according to a report published by Engadget.
The Indie make-up brand will sell an exclusive collection of lipsticks, lip pencils and eye make-up as worn by singer-songwriter (and brand muse) Maggie Lindemann via the Merchbar on her artist page. The tie-up represents the music streaming service’s first foray into beauty and cosmetics.
Lindemann, meanwhile, will gain additional exposure for her latest single, due to be released this week with the collab being promoted on the make-up brand’s social media feeds and website. Engadget points out that, while beauty sales are not a revenue-generation exercise for Spotify, it could be an interesting proposition for beauty brands as consumers become increasingly open to shopping via non-conventional channels, such as Instagram.