IPSY, the world’s biggest beauty subscription powerhouse, announced the launch of Icon Box by Pat McGrath. The globally acclaimed makeup artist and Pat McGrath Labs founder has made a name for herself in the industry for the last 20+ years, and now she’s sharing her favorite products with the IPSY community through her exclusive Icon Box.
“Makeup is all about self-expression, individuality, and exploration into your own creativity,” says McGrath. “Each product in my collection is designed to empower individuals to create their unique beauty narratives. My hope is that it encourages members to explore, discover, create, and just have fun.”
“Our entire IPSY team was beyond excited to secure a true legend like Pat McGrath as our November Icon Box curator,” says Kristy Westrup, IPSY’s Senior Vice President of Merchandising and Brand Partnerships. “Right away we knew we needed an unbeatable product assortment to match Pat’s out-of-this-world artistry. I’m so proud to say that this collection is delivering a strong dose of that Pat McGrath magic to our members.”
Exclusively available for Glam Bag and BoxyCharm members, Icon Box is a quarterly upgrade beloved by IPSY’s most beauty-obsessed members. Each collection includes eight premium beauty and lifestyle products handpicked by the iconic curator. Priced at just $58, the limited-edition Icon Box is worth up to $350. In addition to featuring Pat McGrath Labs Dark Star Mascara, Divine Rose Luxe Quad: Eternal Eden, and the signature MatteTrance™ Lipstick, the curated Icon Box will also include a few of Pat’s favorites from brands such as Tatcha, Drunk Elephant, and Laura Mercier.
IPSY members will receive eight full-size products: five hand-selected by McGrath and three chosen by the member from a personalized assortment via IPSY’s proprietary AI technology, IPSY Match. This curated experience gives makeup enthusiasts and Pat McGrath fans an unmatched level of choice and control over the products they will receive and discover.
In tandem with the launch, IPSY is debuting a TikTok campaign with a curated AR filter that delivers a Pat McGrath-inspired makeup look to fans and creators across the platform. IPSY worked with legendary ballroom emcee Kevin Jz Prodigy on the filter’s corresponding “IPSY Icon Box by Pat McGrath (10s Across the Board)” song to further celebrate the campaign in addition to several creators to help fuel user-generated video content.
“Pat’s awe-inspiring creativity has touched every corner of the beauty industry, making her a natural choice for our new Icon Box curator,” said Tyler Wentworth, Senior Director of Social Media at IPSY. “Her unwavering commitment to self-expression through makeup and fearless approach to experimentation makes her an ideal collaborator for our TikTok initiative and ensures beauty enthusiasts can feel the magic of a makeup look inspired by the ‘Beauty Mother’ herself.”
The #IconBoxbyPatMcGrath TikTok campaign is live now, and members can reserve their spot for the limited -edition Icon Box drop at IPSY.com/IconBox.
