Milk Makeup LLC
TypePublic
IndustryBeauty
FoundedFebruary 2016 (2016-02)
Key people
  • Tim Coolican (CEO)
  • Mazdack Rassi (product developer)
  • Dianna Ruth (COO)
  • Georgie Greville (Creative Director)
OwnerWaldencast Partners LP

Milk Makeup is a New York City-based cosmetics and skin care company created by the founders of Milk Studios. Despite its name, it is 100% vegan.[1]

History

Milk Makeup was launched in February 2016[2] and was founded in New York City 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.[4]

The company's products were initially distributed by Sephora.[5] In addition to Sephora and the brand’s own website, Milk Makeup is currently sold at Cult Beauty,[6] Space NK,[7] and Amazon. In 2017, the company received an investment from Main Post Partners.  It was acquired by Waldencast along with Obagi in June 2022.

Milk Makeup has collaborated with a number of different brands and partners. In November 2018, the company collaborated with Wu-Tang and TRUE NYC, paying homage to their NYC roots and celebrating self-expression, strength, and the creative connection between them. In 2023, they partnered with Reebok[8] on a limited-edition line of sneakers, and with Awake NY on a range of self-care essentials.[9]

Products

Milk Makeup began with a lineup of 85 SKUs including lipsticks and blotting papers.[10] Milk Makeup products are clean, vegan, cruelty-free, and paraben-free.

The brand gained attention in the online beauty community, following the release of a cannabis oil-infused mascara, 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 2019, Milk Makeup also made a name for itself with the launch of its now cult-fave Hydro Grip Primer. This was followed by the equally viral Hydro Grip Set + Refresh Spray.[11]

Reception

Milk Makeup has received praise from publications such as Vogue,[12] Teen Vogue[13] Vanity Fair, and InStyle Magazine.[14]

The brand's Hydro Grip Primer won an Allure Best of Beauty award for best primer in 2019.[15]

In 2022, its liquid Bionic Blush won a Best in Black Beauty award from Essence[16] and RISE Mascara won a Glamour Beauty Award.[17]

The company has also been noted for its use of 'atypical' models, such as Sabina Karlsson, and LGBT models.[18][19]

In March 2021, the company announced that they would donate 1% of all annual sales from their website to The Center, their longtime LGBTQIA+ advocacy partner in New York. They have also been noted for their 2021 partnership with the Fashion Scholarship Fund to support Black scholars and students of color.[20]

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. ↑ "Zanna Roberts Rassi Co-Founder of Milk Makeup on the Beauty Industry and Must-Have Products". A&E Magazine. 2020-09-06. Retrieved 2022-03-29.
  5. ↑ Phelan, Hayley (November 1, 2016). "Inside Milk Makeup's Formula for Success". Business of Fashion. Retrieved October 28, 2018.
  6. ↑ "Space NK Bets on Experiential Stores, Viral Brands for Growth". The Business of Fashion. 2023-05-29. Retrieved 2023-08-25.
  7. ↑ "Space NK Bets on Experiential Stores, Viral Brands for Growth". The Business of Fashion. 2023-05-29. Retrieved 2023-08-25.
  8. ↑ Sullivan, Claire (2023-04-14). "You Can Now Shop Reebok x Milk Makeup's Sneaker and Apparel Collaboration". WWD. Retrieved 2023-08-25.
  9. ↑ "Milk Makeup X Awake NY Link Up, Inspired The Ultimate NYC-Centric Collaboration". Hypebae. 2023-08-04. Retrieved 2023-08-25.
  10. ↑ Blakely, Lindsay (2016-06-28). "Meet the Entrepreneur Behind Fashion's Biggest Insurgent Brand". Inc.com.
  11. ↑ "Milk Makeup's New Face Mist Joins Its Beloved Primer In The Hydro Grip Family". The Zoe Report. 2020-09-03. Retrieved 2023-08-25.
  12. ↑ 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.
  13. ↑ Williamson, Sue. "Meet Your New Favorite Low Maintenance Beauty Line". TeenVogue.com.,
  14. ↑ Mychaskiw, Marianne. "The Cool-Girl Makeup Range You've Always Wanted Has Arrived". InStyle. Retrieved 29 January 2016.
  15. ↑ "Presenting the Winners of Allure's Best of Beauty Awards for 2019". Allure. 2019-09-16. Retrieved 2023-08-25.
  16. ↑ "Best In Black Beauty Awards 2022 — Makeup". Essence. 2022-04-13. Retrieved 2023-08-25.
  17. ↑ "30 Clean Beauty Products That Are Truly Worth Your Money". Glamour. 2020-03-25. Retrieved 2023-08-25.
  18. ↑ 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.
  19. ↑ Dalal, Avanti (2018-10-21). "Brands, icons and influencers who are breaking through gender norms". Vogue India. Retrieved October 27, 2018.
  20. ↑ Manso, James (2021-04-29). "Milk Makeup Partners With Fashion Scholarship Fund". WWD. Retrieved 2023-08-25.
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