International makeup artist Pat McGrath is officially launching Pat McGrath Labs with its first limited edition product, GOLD 001, which will be available to the public for the first time on Thursday, October 29th at 12pm.The product will retail for $40, but beauty addicts will have to sit with computer mouse in hand as only 1,000 units will be available when the it goes live on patmcgrath.com.

Gold 001 is a pigment which features a highly malleable formula, so users can use the product in however many creative ways they would like. The formula features intense color and shine so “the resulting look is liquid-like, a gilded glaze of intense color,” McGrath explains.

McGrath encourages experimentation and fun and advises on the packaging: USE WITHOUT CAUTION Requires unrestrained play and a reckless attitude.

Consumers who purchase GOLD 001, will receive a gold foil bag that contains the pigment and its tools which includes a spatula, mixing liquid, and a second life container, all packed in couture sequins.