Milk Makeup

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Milk Makeup LLC

Company type| Public
Industry| Beauty
Founded| February 2016; 8 years ago (2016-02)

Key people

* Tim Coolican (CEO)
* Mazdack Rassi (product developer)
* Dianna Ruth (COO)
* Georgie Greville (Creative Director)

Owner| Waldencast 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

[edit]

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.[8]

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[9] on a limited edition line of sneakers, and with Awake NY on a range of self-care essentials.[10]

## Products

[edit]

Milk Makeup began with a lineup of 85 SKUs including lipsticks and blotting papers.[11]

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.[12]

## Reception

[edit]

Milk Makeup has received praise from publications such as Vogue,[13] Teen Vogue[14] Vanity Fair, and InStyle Magazine.[15]

The brand's Hydro Grip Primer won an Allure Best of Beauty award for best primer in 2019.[16]

In 2022, its liquid Bionic Blush won a Best in Black Beauty award from Essence[17] and RISE Mascara won a Glamour Beauty Award.[18]

The company has also been noted for its use of 'atypical' models, such as Sabina Karlsson, and LGBT models.[19][20]

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.[21]

## References

[edit]

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. ^ "Waldencast Announces $1.2 Billion Three-Way Business Combination with Obagi and Milk Makeup as a First Step in its Strategy to Create a Global Multi-Brand Beauty and Wellness Platform". www.businesswire.com. 2021-11-15. Retrieved 2024-02-27.
9. ^ Sullivan, Claire (2023-04-14). "You Can Now Shop Reebok x Milk Makeup's Sneaker and Apparel Collaboration". WWD. Retrieved 2023-08-25.
10. ^ "Milk Makeup X Awake NY Link Up, Inspired The Ultimate NYC-Centric Collaboration". Hypebae. 2023-08-04. Retrieved 2023-08-25.
11. ^ Blakely, Lindsay (2016-06-28). "Meet the Entrepreneur Behind Fashion's Biggest Insurgent Brand". Inc.com.
12. ^ "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.
13. ^ 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.
14. ^ Williamson, Sue. "Meet Your New Favorite Low Maintenance Beauty Line". TeenVogue.com.,
15. ^ Mychaskiw, Marianne. "The Cool-Girl Makeup Range You've Always Wanted Has Arrived". InStyle. Retrieved 29 January 2016.
16. ^ "Presenting the Winners of Allure's Best of Beauty Awards for 2019". Allure. 2019-09-16. Retrieved 2023-08-25.
17. ^ "Best In Black Beauty Awards 2022 — Makeup". Essence. 2022-04-13. Retrieved 2023-08-25.
18. ^ "30 Clean Beauty Products That Are Truly Worth Your Money". Glamour. 2020-03-25. Retrieved 2023-08-25.
19. ^ 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.
20. ^ Dalal, Avanti (2018-10-21). "Brands, icons and influencers who are breaking through gender norms". Vogue India. Retrieved October 27, 2018.
21. ^ Manso, James (2021-04-29). "Milk Makeup Partners With Fashion Scholarship Fund". WWD. Retrieved 2023-08-25.