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Divine Skin: Rose 001 The Essence

Adriana Motta
Sep 12, 2023
2 min read

Updated: Mar 14

This is Pat McGrath Labs' first skincare product, featuring a dual-phase formula that combines a lipid-rich oil phase with a rose-infused water phase. The product functions as a lightweight hydrating essence designed to be used as the first step after cleansing.

Pink Pat McGrath Labs Divine Skin box and bottle with rose imagery. Gold accents and labels read "Rose 001 The Essence."

Product innovation

The innovation lies in the product's HydraSphere 4 Technology, which combines rose biotic extracts from four different rose varieties (Rose Centifolia, Damascena, Gallica, and Canina) with Ceramides and vitamin E. The dual-phase preserves ingredient power until activation through shaking. The formula also includes a proprietary botanical complex called Molecular Rose Water, created through cold extraction to maintain the integrity of delicate rose components.

Smiling woman winks, holding pink box labeled "Diva," against her cheek. Soft lighting and neutral background set a cheerful mood.

The essence focusses on the consumer's interest in multi-layered hydration inspired by Korean beauty routines. Its competitive advantage stems from the combination of Pat McGrath's makeup artistry credentials with sophisticated skincare technology, positioning it as a premium product that bridges the gap between professional makeup preparation and daily skincare. The essence format specifically targets consumers seeking lightweight hydration that doesn't compromise makeup application.

The concept stemmed from Pat McGrath's three decades of backstage experience, where she developed custom skin preparations for models and celebrities.

The NPD focused on creating a product that would provide immediate visual improvements to skin texture and luminosity while offering long-term benefits. According to McGrath, the formularion was created with skincare chemists to translate her backstage techniques into a stable, commercially viable formula.

Pink bottle and box of "Divine Skin" by Pat McGrath Labs with rose design against a pink background. A large pink rose is featured.

Trend

The product aligns with what Mintel termed the "skincare foundation" trend. According to their 2022 Beauty and Personal Care Report, essences and pre-treatment products saw a 34% growth in the premium beauty sector.

Additional, according to NPD Group data, skincare brands with professional or artist credentials saw 28% higher engagement rates among luxury beauty consumers. The product also aligned with the "waterless beauty" movement, with its concentrated format requiring less water in formulation.