Pat McGrath Labs is preparing to take the U.K., and judging from the enthusiastic response during a recent Claridge’s event, the nationwide rollout is long overdue.

Dame Pat McGrath held beauty writers in her thrall as she presented the spring 2023 season’s runway looks, upcoming trends and a choice of her brand’s products.

She also talked about wearing face tapes; argued that her Divine Skin: Rose 001 The Essence was adequate to drink; and, at one point, picking up an eyeliner, said: “You may all do that kohl look — I don’t want any excuses.”

Through the event, McGrath’s pal Guido Palau swung by to say hello – a move that elicited a fast round of applause from the audience — while Nicolas Ghesquière popped his head through the door and blew kisses at her.

The English-born, Recent York-based McGrath was in London ahead of a significant push within the U.K. over the following month. Her brand will expand far beyond Selfridges, where it launched exclusively in 2019, taking on greater than 20 windows.

Pat McGrath Labs will launch at 4 H Beauty stores in England and Scotland; an extra 4 at Flannels in England and Northern Ireland; at Cult Beauty and at Sephora, which, as reported, is launching within the U.K. Oct. 17 following its purchase of Feelunique.com last yr.

The U.K. is Pat McGrath Labs’ second-largest market after the U.S., and a big one given McGrath’s British background; honor from Queen Elizabeth II in 2021, and high-profile work with European magazines and types.

“The U.K. is smaller than the U.S., nevertheless it’s a crucial market that may be very dear to our hearts. You’re soon going to see Pat McGrath Labs everywhere in the U.K.,” said Thierry Maman, the corporate’s global managing director.

He said competition within the U.K. is ferocious, however the brand sees great potential and an enthusiastic luxury audience. There are plans for quite a lot of exclusives and activations at the various stores, and online.

The U.K. launch is a component of a wider international and digital expansion strategy that has seen the brand expand within the Middle East, India and Continental Europe. Pat McGrath Labs can also be set to launch in mainland China.

Asked about U.K. customer habits, McGrath said they’re much like what she’s seeing within the U.S. “Here in my home [country], they love newness and fidgeting with color, having fun and being daring. Within the U.S., it’s the identical. I’ve at all times felt there’s a synergy between the 2.”

She also said physical in-store shopping is back with a bang.

“Persons are so excited, I feel, to be in stores again. They’re completely happy to have the opportunity to depart their homes and experience and touch color,” said McGrath, adding that she recalls the joys of shopping as a toddler, “and looking out at beautiful products. It was at all times aspirational. You wanted more, you would like to feel and to see. All of these items are still necessary.”