Spotify is extending its merchandising partnership with Merchbar not just to include t-shirts from your favorite artists, but the makeup that they're using to look on-point this season. The first entry in this new business is a tie-up with beauty brand Pat McGrath Labs, which is selling a collection exclusively through the music service. McGrath is the makeup provider of choice for singer-songwriter Maggie Lindemann, and the pairing will offer lipsticks and lip pencils, as well as eye pallets and pencils. All users need to do is head over to Lindemann's artist page, and scroll down to her Merchbar to find what's on offer.
This form of cross-brand cross-pollination is an ever-increasing aspect of how businesses and individuals make money online. The FTC-troubling Kardashians often hawk products on their Instagram pages and YouTubers earn commission on products that they endorse. All of this creates a feedback loop whereby social media stars burnish their own brands as they become pitch-people for the gear they're hawking. This deal, as well, helps promote Lindemann's next single, Obsessed, which drops November 17th.
It makes sense, too, since there are plenty of cosmetics companies, all looking for ways of carving a niche for their fans. Why buy the generic store brand if you can grab the eye palette or lip pencil of your social media / musical icons? Although it'll be very interesting to see how many other artists -- beyond Rihanna -- jump on this new business line -- we're looking forward to seeing what Tom Waits offers up.
Update: The post has been updated to clarify that these sales are not a revenue-generation exercise for Spotify.