Pat McGrath believes there are "no boundaries" in beauty.
Pat McGrath
The 52-year-old make-up artist - who launched her own label Pat McGrath Labs in 2015 - has encouraged people to experiment with various cosmetic products and trends, because she believes it is time to say "'Why not?' to everything".
Speaking in the December issue of Vogue magazine, the expert said: "I hope these major, if painstaking, creations inspire people to take chances with how they express themselves through the medium of make-up. Whether it be a bolder lip, a dewier cheek, a more lush lash or an exceptionally extravagant eye, no time is better than the present for unleashing your cosmetic creativity. These images are the core of what I believe beauty is now. There are no boundaries. It is time to say 'Why not?' to everything. Just play, and see what happens. Freedom is at your fingertips."
But the creative mastermind - who boasts a large celebrity clientele - thinks social media has helped "revolutionise" the beauty business.
She explained: "Social media has revolutionised how beauty is curated, captured and consumed. When Pat McGrath Labs was born two years ago, it encapsulated my obsessions, inspirations and addictions."
And Pat decided to create the make-up line, which she has been working on for the past "25 years", to "thank" her "make-up obsessed followers", but she is overwhelmed by the reaction to her merchandise.
She explained: "My intention in creating it was to thank my make-up-obsessed followers with the most divine gold pigment ever formulated. When I discovered it, I knew I couldn't wait the two years most brands need to do a full production run. The idea of a product 'drop' came from musicians, and what was happening in fashion with streetwear brands. Ninety days later, I dropped Gold 001 and it was insane: 200,000 people tried to buy 1,000 units and it was all gone in six seconds. This new approach to beauty - a one-to-one dialogue between creator and consumer - would not have been possible without social media and it marked a new age in the industry.
"This collection has been 25 years in the making and is about the freedom of make-up - liberating men and women to use their beauty without caution."
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