Walking into Pat McGrath’s unveiling of her latest collection felt as elusive as the makeup artist herself. A sea of candles lined the floor of an enigmatic dark corridor within The Gramercy Park Hotel, guiding a passageway to a circular room, which held the contents of the big reveal: Pat McGrath Labs Unlimited Edition, the brand’s first permanent collection to be available year-round. Featuring a range of color cosmetics for eyes and lips, the 60-piece collection is her biggest launch to-date. Here, why Beauty Insider forecasts it will be a smash success.

1. Perhaps no makeup launch is as highly anticipated as one by Pat McGrath Labs. Let’s face it, the woman knows how to build momentum, and ride the excitement wave to success. Known for top secrecy regarding the brand’s cult-worthy innovations, up until this week the only hint of the new line was teased through ominous Instagram posts, including a photo of a silhouette standing in front of an explosion of gold sparkles with the caption, “A golden day is dawning…xxPat.”

2. A permanent collection was meant to happen. The makeup artist’s limited-edition, flash-sale launches were just a testing ground for what was always going to be a full collection. “Every time we developed something, I was just so excited about it, that I didn’t want to wait to put it out,” she said. “Would you want to wait two years for Gold 001 or Phantom 002?”

3. The collection is a true reflection of the makeup artist’s genius. Unlimited Edition includes a trio of Mothership Eye Pallets ($125) featuring 10 shades, each represented by a theme: The Subliminal (minimalist hues); The Sublime (metallic and smoky shades); and, The Subversive (vibrant, avant garde colors). There are also 40 lipsticks ($38), 11 lip liners ($25), five eye pencils ($25), and one mascara ($28).

4. Cool packaging prevails. The packaging for the entire line features illustrations from artists from around the world who Pat tapped from social media, with the goal of serving as an incubator for creative talents outside of makeup artistry.

5. The devil is in the details. The collection is adorned with a combination of futuristic, gold hieroglyphic-style icons. The symbols “PM,” “L” and a crown, represent the brand, and are featured on all packing, followed by a symbol that represents the type of product (ex: a lip image for lips, an eye for eyes, lashes for eyeliner and mascara).“I incorporated engraved gold hallmarks on the front of the pallets and lipsticks, inspired by the London Assay Office, to authenticate the brand and cue the intended purpose of the product,” said Pat.

6. The collection is a shout-out to Pat’s loyal community. Fans are invited to visit patmcgrath.com to sign up for a chance to win the full collection. After entering emails, users are led to a screen where they can select four of Pat’s gold symbols to “crack the code” to unlock video previews of upcoming releases.The videos are also available on her Instagram, and have collectively amassed over 200,000 views since their Tuesday evening debut.

7. Teaser events are still on tap! Pat hinted that the Unlimited Edition doesn’t signal an end to her quick-to-market approach, which usually results in instantaneous sell-outs. “I get just as excited about the products as everyone else,” she said. “If I create something amazing, I won’t wait.” It was revealed that a pre-sale will be available this month, before the collection begins rolling out on September 16 on patmcgrath.com, and at Sephora stores and Sephora.com on October 4. When prodded by an event attendee for the date of the pre-sale, Pat said, “I can’t reveal all of my secrets! Now, let’s stop taking business. Ladies, I am here to help you with your makeup.”