Spotify, the $16 billion digital music “startup” that is hotly tipped for an IPO, continues to lay the groundwork to diversify its platform beyond basic streaming. In the latest development, the company is going to start selling beauty products.

Yes, you read that right, you can now buy makeup on Spotify.

The new service is the latest expansion of Spotify’s partnership with Merchbar, which Spotify started working with last year to sell artists’ merchandise on their profile pages.

Working with popular make up artist Pat McGrath and musician Maggie Lindemann, Merchbar is now moving into areas adjacent to direct merchandise, so that fans can ‘shop the look’ of a particular artist, a large theme for how products are sold on other social media sites like Instagram.


Spotify going to be the Netflix of music.

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