Milk Makeup

Milk Makeup is a New York City-based cosmetics and skin care company created by the founders of Milk Studios.[1]

History

Milk Makeup launched in February 2016[2] and was founded by Milk Studios co-founder Mazdack Rassi, fashion editor and entertainment reporter Zanna Roberts Rassi, creative director Georgie Greville, and product developer Dianna Ruth.[3] Media executive Scott Sassa serves as chairman.

The company's products were initially distributed by Sephora.[4] In 2017, the company received an investment from Main Post Partners.[5]

Products

Milk Makeup began with a lineup of 85 skus including lipsticks and blotting papers.[6] They also have products for men.[7]

Milk Makeup products are paraben-free, vegan, and cruelty-free.[8] This attracts a vast number of customers to the brand, as well as to their social media community. On their instagram account, followed by over 1.2 million users, they refer to their customers as "Milk Mob", creating a tightly knit community where instagram followers can be exposed to exclusive videos, product announcements and campaign photos. The brand is present on several other platforms as well, including Twitter and Youtube.

The brand gained attention in the online beauty community, following the release of a cannabis oil infused mascara, the KUSH mascara. The ingredient is promoted as a lash conditioner and has since been included in a multitude of products, within the brand's 'KUSH' line.

In November of 2018, Milk Makeup collaborated with Wu-Tang and TRUE NYC, in order to pay homage to their underground NYC roots and celebrate self expression, strength and the connection between them. The product is listed as an antioxidant-rich sacred lotus water, cherry blossom, and ginseng combine as a shield to help protect against free radicals and fuel the life energy of the Wu Warrior.[9]

Reception

Milk Makeup has received praise from publications such as Vogue,[10] Teen Vogue[11] Vanity Fair, and InStyle Magazine.[12]

Milk Makeup has also been noted for its use of 'atypical' models, like Sabina Karlsson, and LGBT models.[13][14]

Milk Makeup’s “Holographic Stick” has won an Allure “Best of Beauty” award.[15]

Its target demographic is commonly described as low-maintenance, Millennial cool girls.[16]

References
  1. Steinfeld, Sara (2016-01-29). "Milk Studios Launches a Makeup Collection for Busy Adults With Important Things to Do". The Gloss. Retrieved 29 January 2016.
  2. Wischhover, Cheryl. "Milk Launches A Makeup Line For Cool Girls Who Are Time-Crunched". Fashionista. Retrieved 8 February 2016.
  3. Noble, Audrey (March 23, 2016). "Got Milk? Makeup Essentials for the Cool Girl on the Go". Vanity Fair. Retrieved October 27, 2018.
  4. Phelan, Hayley (November 1, 2016). "Inside Milk Makeup's Formula for Success". Business of Fashion. Retrieved October 28, 2018.
  5. "Is Milk Makeup as Good as its Marketing?". 2017-03-02.
  6. Blakely, Lindsay (2016-06-28). "Meet the Entrepreneur Behind Fashion's Biggest Insurgent Brand". Inc.com.
  7. Thomas, Ellen (October 19, 2016). "Is makeup for men a fad or the future?". Los Angeles Times. Retrieved October 27, 2018.
  8. Barbour, Shannon (March 28, 2018). "Milk Makeup Is Now Completely Vegan". The Cut. Retrieved October 27, 2018.
  9. "Wu-Tang x Milk Makeup Lip Color". www.milkmakeup.com. Retrieved 2019-02-26.
  10. Guadagnino, Kate. "Introducing the First New Breakout Makeup Line of 2016—And the 8 Products You Need to Buy From It". Vogue.com. Retrieved 21 December 2015.
  11. Williamson, Sue. "Meet Your New Favorite Low Maintenance Beauty Line". TeenVogue.com.,
  12. Mychaskiw, Marianne. "The Cool-Girl Makeup Range You've Always Wanted Has Arrived". InStyle. Retrieved 29 January 2016.
  13. Lubitz, Rachel. "Sabina Karlsson on curve and plus-size models in makeup campaigns: "I'm shocked it took this long"". Mic.com. Retrieved October 27, 2018.
  14. Dalal, Avanti (2018-10-21). "Brands, icons and influencers who are breaking through gender norms". Vogue India. Retrieved October 27, 2018.
  15. "These Are the Winners of Our Best of Beauty Awards for 2017". Allure. September 18, 2017. Retrieved October 28, 2018.
  16. Reader, Ruth (December 7, 2016). "Milk Makeup Jumps Into The Crowded Market Of Edgy Cosmetics Brands". Fast Company. Retrieved October 27, 2018.
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