In a maverick turn of marketing genius, Pat McGrath Labs has officially partnered with Spotify, becoming the first makeup brand to sell merchandise through the popular music streaming platform. More specifically, the brand will be sold through the Spotify shop of Los Angeles-based singer/songwriter Maggie Lindemann. Strange, yes, but true: It's certainly an interesting way of making waves and reaching new customers. "I have always believed in finding new ways to disrupt the marketplace and engage with my fellow beauty junkies where they live," explained Pat McGrath to the New York Times.

Perhaps even more interestingly, McGrath chose to partner with an up-and-comer, as opposed to an established mega-star: With 152,802 Spotify followers and counting, Lindemann (already dubbed a "#McGrathMuse") is shaping up to be something of a Cinderella story with a wave of McGrath's fairy godmother wand.

So, how exactly does the new partnership work? Well, if you haven't already, go ahead and download the Spotify app (FYI, you won't be able to find the products through the web browser version). Next, head over to Lindemann's page, where you'll see a few choice Pat McGrath Labs merchandise for sale. As of the writing of this article, you can nab the LiquiLust 007 Singles, $22 (which are available in Revelation Red, Possessed and Nightshade), the Mothership I: Subliminal Palette, $125 and the Mothership III: Subversive Palette, $125. If you click on any of the products, you'll be redirected to Merchbar (Spotify's merchandise partner), where you'll be able to complete your purchase.

The Pat McGrath Labs partnership with Spotify launched November 13. What do you think? Will you be merging your music streaming and beauty addictions, or do you prefer to keep them separate?