Whatever Pat McGrath touches turns to gold, quite literally.

Known for creating runway looks that range from effortless to extravagantly theatrical, the celebrated makeup artist and beauty brand ambassador is also famously coy backstage when asked by beauty editors for specifics on how she achieves a perfect dewy complexion, or a sparkling golden lip.

“People always ask me, ‘How do you do that?’ ‘How do you work,'” said Pat. “And [Pat McGrath Labs] is really giving away a lot of the secrets about the way I work backstage.”

To wit, Pat’s expanding makeup range, which comes packaged in straightforward lab sample-inspired packets filled with shimmering metallic sequins, continues to serve as a window into her creative process.

“I believe in continuously pushing the boundaries of the possible through artistry,” Pat said. “Throughout my own career, I’ve worked closely with some the world’s best labs, pushing for formulas that didn’t exist but that I needed in order to elevate my artistry. Everything I have released so far has been, in some way, part of my kit for years.”

Her newest launch is a lip line called Lust 004, which includes the tools she used to create an incredible glittering plum-hued lip at Versace’s Fall 2016 Couture runway show. The range, which will be available at 12 p.m. EST beginning August 30 on her website, patmcgrath.com and on sephora.com, as well as in 7 select Sephora doors beginning September 8, is comprised of three lip kits in shades of Flesh (a soft nude), Vermillion Venom (a bright crimson) and Bloodwine (a deep berry).

“[Lust 004 is] based on every lip I’ve ever done in my career,” Pat said of the collection, each made up of creamy non-drying matte lipsticks ($25 for a single lipstick) a “vinyl gloss,” and metallic gold pigments. “It’s imperative that everything we do empowers people to use the product in imaginative yet sophisticated ways. It’s about breaking the rules. It’s about being your own artist.”

To be sure, keeping the product line highly edited, small scale and based on high fashion inspiration keeps it on the cutting edge of trends. And it keeps it selling out. The freedom she has at Pat McGrath Labs—the lack of a marketing calendar or sales timeframe—allows her to create and release of-the-moment products, things that she is obsessed with right now. Her first launch in October 2015 set the stage for her small batch, come-and-get-it-while-it’s-hot approach: Gold 001 sold out of all 1,000 units in six minutes.

Pat’s digital strategy is equally centered on real-time, in-the-moment inspiration.

“I want to encourage and inspire people to play with makeup; the best way to do that is to engage directly via our social channels,” said Pat, known for expressing her creative vision via her Instagram page. “Everything we have released—from Gold 001 to Lust 004—is one-of-a-kind, unique. However, common threads unite every single project. The product releases aren’t tied to a calendar; we launch as soon as I produce the ultimate formulation and can get it straight from the lab to the public.”

Pat, a fixture in the industry for more than two decades, isn’t a stranger to the corporate world of beauty either.

In 2004 she was tapped by Procter & Gamble as its Global Beauty Creative Design Director to oversee its CoverGirl, Max Factor, SK-II and Dolce & Gabbana: The Makeup brands. She’s also created and designed the recently launched Gucci makeup line.

In addition, each season, Pat creates beauty looks for more than 60 ready-to-wear and couture shows in Milan, Paris, London and New York for houses such as Prada, Miu Miu, Dolce & Gabbana, Givenchy, Louis Vuitton, Versace and Alexander McQueen.

In true Pat McGrath fashion, she remains coy on what may come next for her in-demand line.

“As for the future, who knows?” said Pat, who did offer her fans and followers a little hint. “Keep an eye on our website and social channels. It’s all there.”