Spotify is in the beauty biz now

Everyone’s favorite streaming music service Spotify is now officially in the business of selling beauty products. The platform started a campaign today called “So Obsessed,” which represents a partnership between iconic international beauty brand Pat McGrath Labs and American singer/songwriter Maggie Lindemann. In a first-of-its-kind venture, beauty products are now being sold globally on a Spotify artist page. Of her new line with Lindemann, Pat McGrath said, “In this digitally-empowered, digital era of make-up, where fans crave instant glamour gratification, I always want to reach fans where they’re most engaged. That’s why this relationship with Spotify is absolutely major, because it merges beauty and music in a whole new way, that’s never been done before.”