Pat McGrath Labs, known for innovative beauty and cutting-edge products, is venturing into the world of tech. The iconic beauty brand has partnered with 300 Entertainment, Spotify, and its merchandise partner, Merchbar, to create an industry-first e-commerce project that will allow fans to buy makeup through Spotify.

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The venture, named “So Obsessed,” is a campaign featuring emerging artist Maggie Lindermann, who has collaborated with McGrath to feature McGrath’s line of products in her latest music video. Lindermann fans can instantly purchase products featured in the video on her Spotify artist page thanks to Merchbar.

The “So Obsessed” campaign is the first ever opportunity for fans to purchase beauty products in this way. Leave it to McGrath, who needs no help selling her uber-popular products, to innovate upon how her items will inevitably sell out.

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