How Pat McGrath Created a $1 Billion Beauty Company

Credit: Pat McGrath

Credit: Pat McGrath

 

By Tricia McKinnon

Outside of the beauty world you may not have heard of Pat McGrath but to beauty insiders she’s a legend. Over the course of 25 years McGrath has been responsible for the makeup on the models featured on over 500 magazine covers and has worked backstage at over 3,000 runway shows.

The makeup artist to the stars launched her own make up line in 2015.  It was one of the first direct to consumer makeup brands and within four short years the company is worth over a billion dollars.  As a testament to the brand’s success, within its first month on sale at Selfridges, Pat McGrath Labs achieved the highest sales of any brand during the department store’s storied history.  

McGrath started her career without any formal training, just a desire to turn her passion for makeup artistry into a way of life.  If you are a business mogul in training or just want some sage advice from someone who has created an empire from scratch here are some of McGrath’s best quotes: 

On success  

"I've always believed that the most extraordinary results occur only when one feels unbound by any notion of constraint or limitation."

“I think what people respond to in the end is the product and the quality.”  “You can have the most inspiring influencer or fabulous figurehead at the helm, but if the formulas are not working, you can pack your bags and close up shop. Today’s beauty lover is way too smart and way too connected to let any brand get away with just anything. Major quality will always win.”

On achieving your dreams

"Before this, someone like me didn’t exist in the industry, and now look where I am. If I’m here, anyone can be." 

On taking risks

“Often you get the most amazing results by stepping outside of your comfort zone.”

On being yourself

“You might always know you’re different, but you should never worry about that and it’s a real game-changing moment when you realize that.  A lot of people have their opinions or maybe try to bring you down and I remember being a bit younger and being slightly affected by that. Then you reach a point where you go, ‘You can have your opinion, but I know what I’m doing and I’m happy doing it.’ That’s their opinion, it’s not my life, so onwards and upwards. I know that’s what gives me that empowerment and strength.

“I believe absolutely, the world wants something different, people want back their individuality.” 

On the art of timing

“I didn’t want to do a brand the old-fashioned way, with the same old counter and a set of images and products that change four times a year.”  “Once it became clear to me that social media would allow me direct, one-on-one dialogue with my customer, plus the opportunity to release compelling content and iconic imagery four times a day, I knew the time was right for Labs.”

On setbacks

"I can very clearly remembering coming home one day and crying in my living room after a really disappointing day of test shoots. I just felt so defeated and I thought to myself that I would just have to give up. And suddenly, the phone rang - it was a client I'd done a shoot for some two years ago, who'd remembered me and wanted to ask me to come to Japan for my first-ever tour."

On finding inspiration

“Inspiration is everywhere: a raven's wing, an old book, a stack of vintage magazines, art, cinema, smoke coming from a chimney, a kid crossing the street in a legendary look. My list is infinite.”

On diversity  

"It's about the colors working on every skin tone. It's so important to know that you're not left out, that there's not any skin tone, or any of us, really, who are like, 'Oh my goodness, only three colors in this palette work for me.'"  “Working with girls of every skin tone is so important, because if you don't show the looks on all sorts of skin tones, how do you even know what you can buy, what suits you, what's right for you?" 

On making it big

"I don't feel that I ever had a 'big break' so to speak - it was more a series of micro breaks. It was when I was young and working on the King's Road that I met Kim Bowen and Steve Jones - we started talking because they loved my look! Kim asked me what I wanted to do, and when I told her 'make-up', she invited me to come along to some shoots on i-D and The Face, and then I started booking some of those shoots."

On perseverance

"You really have to love beauty and fashion, because there's nothing easy about it. It can be the most wonderful job, to be able to work and play in cosmetics, but it will not be easy. Persevere! Don't stop. You really have to keep that joy because that's what keeps you going. Just go forth and continue. Make something new and really hone your craft. Find out who you are.”

On social media

"The biggest thing that's changed in my career is definitely social media. It's really changed the industry! Before Twitter, I just thought of myself as being in the background, but it showed me that I actually had fans and people who knew who I was. That was one thing that really motivated me to do my line, so I could connect more with that community."

On overcoming challenges

“If someone challenges me, or if I’ve got 10,000 jobs I’ve got to do, I look at it as I’ve got no choice but to overcome it. In a way it’s like, ‘Bring it!’. “Those challenges just make me stronger and then you can rise above it easily. I thrive on challenge.”

On her legacy

"I want my legacy to be one of change and positivity"

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Tricia McKinnonComment