Milk Makeup is a

New York City New York, often called New York City or NYC, is the most populous city in the United States. With a 2020 population of 8,804,190 distributed over , New York City is also the most densely populated major city in the U ...

-based cosmetics and skin care company created by the founders of Milk Studios. Despite its name, it is 100% vegan.

History

Milk Makeup was launched in February 2016 and was founded in New York City by Milk Studios co-founder

Mazdack Rassi Mazdack Rassi is an Iranian-American real estate and creative entrepreneur. He is best known as the co-founder of Milk Studios with partners Erez Shternlicht and Moishe Mana, as a co-founder of Milk Makeup and Camp David in Brooklyn, New York ...

, fashion editor, and entertainment reporter

Zanna Roberts Rassi Zanna Roberts Rassi is a British born, New York-based fashion, beauty and entertainment journalist and businesswoman. She is a co-founder of ''Milk Makeup'' and currently the Fashion-Editor-at-Large for ''Marie Claire, E! News'' fashion correspon ...

, creative director Georgie Greville and product developer Dianna Ruth. Media executive Scott Sassa serves as chairman. The company's products were initially distributed by Sephora. In 2017, the company received an investment from Main Post Partners.

Products

Milk Makeup began with a lineup of 85 SKUs including lipsticks and blotting papers. They also have products for men. 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 2018, Milk Makeup collaborated with Wu-Tang and TRUE NYC, to pay homage to their underground NYC roots and celebrate self-expression, strength, and the connection between them. The product is listed as 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.

Reception

Milk Makeup has received praise from publications such as Vogue,

Teen Vogue ''Teen Vogue'' is an American online publication, formerly in print, launched in January 2003, as a sister publication to '' Vogue'', targeted at teenagers. Like ''Vogue'', it included stories about fashion and celebrities. Since 2015, following ...

Vanity Fair, and InStyle Magazine. The company has also been noted for its use of 'atypical' models, such as Sabina Karlsson, and LGBT models. Milk Makeup's “Holographic Stick” has won an Allure “Best of Beauty” award. Its target demographic was described by Fast Company as millennials. Milk Makeup supports the Fashion Scholarship Fund by donating 1% of all sales on milkmakeup.com.

References

{{reflist Cosmetics companies of the United States 2016 establishments in New York City American companies established in 2016 Companies based in New York City