Timeline Events Pat Mcgrath Labs: CX-TIR-B-001

Positive Record

1) Viral “Glass Skin” Look at Maison Margiela Couture

Jan 2024

McGrath’s glass-like skin aesthetic at Maison Margiela spread rapidly on social media and beauty press.

Public reaction: Massive engagement from beauty creators trying to replicate the look.

2) Launch of Skin Fetish: Glass 001 Artistry Mask

Jan 30 2025

Highly anticipated product inspired by that viral moment debuted to quick sell-outs.

Public reaction: Celebrated by editors and consumers as a beauty innovation.

3) Collaboration & Cultural Moments Hits

2025

Addison Rae × Pat McGrath collaboration and Candy Crush Saga makeup project highlighted brand pop-culture relevance.

Public reaction: Fun, buzzworthy engagement from younger consumer segments.

4) New Setting Spray & Under-Eye Blurring Shades

2025

Launches like Skin Fetish Sublime Perfection and new color zones kept core makeup excitement alive.

Public reaction: Good engagement with existing fans and reviewers.

5) Pat McGrath Appointed Creative Director — La Beauté Louis Vuitton

2025

McGrath’s appointment to lead Louis Vuitton’s first makeup line signaled huge career and industry validation.

Public reaction: Press coverage in major outlets noted this as a major beauty world milestone.

6) 10th Anniversary & Legacy Celebration

Sept 2025

Glamour and other outlets honored McGrath’s decade of influence and beauty culture impact.

Public reaction: Strong celebration of artistry and democratizing creative makeup.

7) People.com Positive Product Reviews

Apr 17 2025

New Divine Skin hydrating glow cream received positive editorial attention from mainstream media.

Public reaction: Seen as a successful expansion into skincare.

8) Inclusion in Trending Beauty Boxes

May 7 2025

Viral beauty box placements (e.g., Lookfantastic Trending Edit) showed Pat McGrath products sought after in curated beauty collections.

Public reaction: Consumers responded enthusiastically to value offerings.

9) Continued Iconic Product Status

Ongoing

Cult items like MatteTrance lipsticks, Lust Gloss, and Mothership palettes continue to be referenced as industry staples.

Public reaction: Long-term positive resonance with beauty communities.

10) Industry Recognition as Beauty Innovator

Sept 2024

Pat McGrath featured in Fast Company’s list of most innovative people, acknowledging her influence on beauty culture.

Public reaction: Recognized by industry peers, reinforcing creative leadership.

Negative Record

1) Dramatic Drop in Valuation & Business Struggles

March 2025

Once valued at ~$1 billion, the brand’s valuation dropped significantly, with reports noting restructuring and operational challenges.

Public reaction: Industry commentary framed this as a fall from a beauty “unicorn.”

Why it matters: Signals internal stress around growth vs. relevance.

2) Multiple Layoffs and Behind-the-Scenes Turmoil

2025

Reports surfaced of layoffs and internal operational issues, raising questions about leadership and workflow efficiency.

Public reaction: Mixed — critics pointed to mismanagement, while loyal followers still admired McGrath’s artistry.

3) Missed Viral Product Opportunity

2024–2025

McGrath’s iconic “glass skin” runway moment went viral, but the Labs didn’t release a corresponding product until nearly a year later.

Public reaction: Beauty communities noted the missed commercial opportunity despite huge demand.

4) Asset Sale / Restructuring Headlines

Dec 2025

The company’s assets were formally marketed for sale or recapitalization — a dramatic pivot for a heritage brand.

Public reaction: Seen as a “fall from grace” for an innovator brand; mixed industry sentiment.

5) Supply Chain & Operational Bottlenecks

2025

Analysts noted slow decision-making rooted in founder-centric control structures.

Public reaction: Some industry observers suggested this slowed product innovation and responsiveness.

6) Employee Complaints (Unofficial Forums)

2025

Unverified social posts allege poor workplace conditions and controversial internal practices.

Public reaction: Largely online rumor-driven, though it added to a narrative of internal instability.

7) Competition & Market Saturation Pressures

2023–2025

Puck and Business of Fashion analysis described intense competitive pressures that challenged Pat McGrath Labs’ direct-to-consumer model.

Public reaction: Market analysts flagged this as an existential question rather than a simple trend.

8) Slow Product Innovation Criticism

2022–2024

Critics noted periods with limited standout launches compared to rival beauty brands.

Public reaction: Online community sentiment occasionally labelled the brand “stale.”

9) Social Media Brand Visibility Challenges

2023–2025

As beauty trends evolved on TikTok and YouTube, some critics argued that the brand didn’t “lean in” enough to youth-driven platforms.

Public reaction: Mixed; some fans defended a more “elite” approach, others sought broader engagement.

10) Founder-Centric Decision Bottleneck Debate

2025

Industry commentary highlighted how centralization around McGrath’s creative control may have limited scalability.

Public reaction: Analysts framed this as a “creativity vs. commerce” tension.