This is the Selfridges brand that sells every 40 seconds

Selfridges has become iconic for its huge range of beauty products, stocking all kinds of high-end goodies perfect for any make-up and skincare lover.

And now, the department store has revealed to Stylist which one the myriad beauty lines they stock is their bestseller - and it turns out, it's a relatively new addition.

The publication reported that the launch of Pat McGrath's pop-up beauty line into their shops back in April has been the best-selling of their entire history.

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And the extensive line, created by the popular make-up artist, has gone down so well with shoppers that the products now sell every 40 seconds!

Pat McGrath Lab's products have been sold in America since 2015, but they only made their way over to the UK with this launch exclusively in Selfridges earlier this year, so it's no surprise that beauty fans dashed to pick them up.

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And if the launch of her beauty products into Selfridges in April wasn't enough, she also released 75 pieces of limited-edition merchandise at the time too, created in collaboration with some of the UK's top designers.

It was a return home for Pat herself, who is British born and raised, growing up in Northampton.

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Her line includes a wide range of products from lipsticks to eye palettes, brushes and highlighters. Looking on the Selfridges website, plenty of her bestsellers appear to be her lipsticks, which sell for around £35.

Sadly, the in-store Pat McGrath pop ups come to an end this month. But never fear, as for the time being it looks as though you can still pick up as many bits as you want online.

Which will you be buying then? Hurry, before it goes!

Amy Hunt is an experienced digital journalist specialising in homes, interiors and hobbies. She began her career working as the features assistant at woman&home magazine, before moving over to the digital side of the brand where she eventually became the Lifestyle Editor up until January 2022. Amy won the Digital Journalist of the Year award at the AOP Awards in 2019 for her work on womanandhome.com.