Pat McGrath Labs, Google Team on Pop-Up

Makeup brand Pat McGrath Labs (New York) and Shop with Google (Mountain View, Calif.) have unveiled plans for an augmented reality pop-up Oct.20-22 in New York. Dubbed “The ARt of Beauty,” the installation is designed to educate guests on new ways to shop for beauty products and get a glimpse into the world of Pat McGrath using Google’s AR tools, participants say.

More specifically, the three-day experience invites guests to virtually try on McGrath Labs’ signature lip products and Mothership eyeshadow palettes, shop the collection, book a makeup session with a Pat McGrath Labs makeup artist and access to product giveaways.

“I am thrilled to partner with Google to launch this immersive experience, a step inside the world of Pat McGrath Labs, and have my products available through Google’s AR try-on,” said Dame Pat McGrath, Pat McGrath Labs Founder. “When it comes to makeup, I always say, ‘use without caution,’ and now you can shop without caution, too. This pop-up will give people unprecedented access behind the scenes of Pat McGrath Labs —I can’t wait for everyone to experience it!”

Google’s AR Beauty tool launched in 2020 to give shoppers a more helpful experience shopping for beauty products online. Today, people can virtually try on thousands of eyeshadow, lipstick and foundation shades from dozens of brands all within Google Search or the Google app on iOS or Android.

The pop-up will be held at 101 7th Ave. from 12-7 pm on Friday, Saturday and Sunday. Tickets are free and available at patmcgrath.com/pages/the-art-of-beauty.