Pat McGrath Labs (PMG) – the eponymous beauty brand of the celebrated MUA – has broken into the skin care category and named supermodel Naomi Campbell as its face.
The 51-year-old’s new deal comes as no surprise, given Campbell was PMG’s debut frontwoman for its colour lines in 2020.
The new sku is in keeping with PMG’s ‘Divine’ range and aptly named Divine Skin Rose 001 The Essence.
Said to have been in development for years, McGrath began experimenting with her essence product years ago to achieve her muses’ signature glow.
“For the first-ever foray into skin care by Pat McGrath Labs, I wanted to create something for all skin types that’s the effortless first step to awakening our complexion’s natural moisture memory, revealing the skin we are born with, reawakened,” said Dame Pat McGrath.
“It’s my dream come true.”
For the formula, the brand has married science and new breakthrough technologies, with floral antioxidants and botanically-derived oils.
The lightweight, milky emulsion is infused with HydraSphere 18, a combination of oils, lipids and vitamin E, while rose biotic, said to be a potent rose blend, is enhanced by a molecular extraction technology with rich phytonutrients.
Floral antioxidants, meanwhile, help to protect against external aggressors.
The result is calmed, rebalanced skin that nourishes and gives a glow.
Pat McGrath Lab's Divine Skin Rose 001 The Essence
“Beautiful, glowing skin has always been part of my work, ever since I started doing thousands of shows, shoots, red carpets and music videos and more back in the 90s,” added McGrath.
“After many years of experimentation, I’m thrilled to introduce the perfect formula.”
The essence is said to be suitable for all skin types and works seamlessly with all skin care routines.
To use, the product should be shaken well before applying a few drops into the hands, allowing them to warm the formula, and massaged onto the face and neck.
Campbell – who has had a 25-year-long professional and personal relationship with McGrath – is said to have been aware of the new sku’s development.
“I’ve been privy to Pat’s top secret Divine Skin Rose 001 The Essence throughout its development,” she said.
“My skin has to look healthy every day, it’s my job.
“That’s why I’ve incorporated it into my daily skin care routine. I wouldn’t use anything else.”
PMG’s Essence will hit the market on 5 May via its DTC website, with the RRP yet to be confirmed.