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Jennifer Braun Published
October 14, 2025
Shop with Google and Pat McGrath Labs have teamed up to launch an augmented reality (AR) pop-up experience in New York.
Dubbed 'The ARt Of Beauty', the pop-up is set to welcome the public from October 20 to 22, at 101 7th Avenue, and will give consumers the chance to virtually try on Pat McGrath Labs' lip products and Mothership eyeshadow palettes using Google's AR tools. They can also explore the collection, book a makeup session with an official makeup artist, and look forward to exciting product giveaways.
"I am thrilled to partner with Google to launch this immersive experience, a step inside the world of Pat McGrath Labs, and have my products available through Google's AR try-on," said brand founder Dame Pat McGrath.
"When it comes to makeup, I always say, 'use without caution,' and now you can shop without caution, too. This pop-up will give people unprecedented access behind the scenes of Pat McGrath Labs—I can't wait for everyone to experience it!"
Google's AR Beauty tool, launched in 2025, aims to provide shoppers with a more informative and engaging experience when shopping for beauty products online. It empowers users to virtually experiment with thousands of eyeshadow, lipstick, and foundation shades from numerous brands.
"AR is an incredibly helpful technology for online beauty shoppers of all skin tones and ethnicities because it allows them to envision what a beauty shade looks like on them, or on a model who resonates with them, all before they buy," added Stephanie Horton, senior director of commerce marketing at Google.
"We're thrilled that shoppers can now virtually try-on Pat McGrath Labs, which offers products that complement a wide range of skin tones, right within Google's AR Beauty tool."