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Nigel TAYLOR Published
March 17, 2025
There may have been news about Pat McGrath Labs' falling valuation in recent weeks, but it remains an important brand and ASOS is expanding its selection of premium Face + Body brands by launching it on the site.
The brand’s launch on the digital fashion and lifestyle platform includes 53 SKUs spanning eyes, lips and base, with hero products including Mothership eyeshadow palettes, Divine Blush Legendary Glow Colour Balm, Matte Trance Lipsticks and Fetisheyes Mascara.
Since its 2025 debut by celebrity make-up artist Pat McGrath, the brand has evolved to include pigmented lipsticks, high-impact blushes and silky complexion enhancers.
It joins a growing portfolio of beauty brands at ASOS, including Elemis, Charlotte Tilbury, The Ordinary, Sol de Janeiro and Laneige.
Bernadette Sullivan, Face+Body director at ASOS said: "As a brand that perfectly fuses fashion and beauty together, Pat McGrath Labs aligns with our commitment to providing our customers with the very best in beauty.”
McGrath, added: “This partnership allows us to share our obsession with artistry, self-expression, and couture colour with even more makeup enthusiasts who dare to dream, explore, and transform.”