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Demand for makeup artist phenom Pat McGrath's limited edition kits is always extreme, but today the buzz over the release of Skin Fetish 003 was so intense, it crashed her site.
Before today's noon launch date, there was a pre-sale for email subscribers using the code GETLIT, but the pre-sale went awry with people not being able to log into the site. McGrath started tweeting that she was aware of the issue and things were under control:
BREAKING THE INTERNET!!!! ⚡️⚡️⚡️ We're working on fixing the site now!!! xxPat— Pat McGrath (@patmcgrathreal) April 26, 2016
So sorry for the delay!!!! We are working on fixing the site!!! ⚡️⚡️⚡️ xxPat— Pat McGrath (@patmcgrathreal) April 26, 2016
Trying our hardest to get this fixed for you!!! Thank you all for your patience!!! xxPat ❤️❤️❤️— Pat McGrath (@patmcgrathreal) April 26, 2016
But some shoppers (Racked staff included) couldn't get into the site for forty minutes and by the time it started working, everything was sold out.
McGrath heard the tweets, and is giving everyone another chance to try again today at 3pm, so set an alarm:
Right now the site is a black hole:
Today isn't your only chance to shop it, however. You can skip the Pat McGrath website entirely and try your luck at Sephora when it goes on sale online. There are two dates for the Sephora Skin Fetish 003 launch: it will be available for sale to VIB and VIB Rouge members on May 2nd, and then available again for all shoppers on May 10th.
Here's some of Twitter's most dramatic reactions to the Skin Fetish 003 saga:
It started with people highly anticipating the release.
And then angry tweets and memes followed when people realized the site was broken and they weren't able to shop.
When I'm trying to buy Skin Fetish 003 but the Pat McGrath site isn't working pic.twitter.com/JV7nft0tgK— Cruella De Real (@VivaLaDiosa) April 26, 2016
When you're trying to lock down that #skinfetish003 and the site crashes in one minute— Amanda Seldon (@doitstellar) April 26, 2016
But some were victorious, proving that yes, being a beauty die-hard is tough, but man is it worth it.
the stress i just went through to buy two highlighter kits smh someone get me some real problems im embarrassing #SKINFETISH003— H (@harrieaustin) April 26, 2016
Or the intense anger of people who couldn't get into the site in time.
The story continues today at 3pm.
Update: Pat McGrath's Skin Fetish 003 sold out in record time, even for a Pat McGrath product. According to McGrath's PR rep, even with four times more units available than previous launches, the kits still sold out in 90 minutes. The Sephora launch is next, and in addition to Sephora's website, the product will also be available in seven select Sephora stores nationwide.