Milk Makeup
{{advert|date=February 2020}}
{{Short description|American cosmetics company}}
{{Company infobox
| name = Milk Makeup LLC
| logo = MMU-ICON.jpg
| type = Public
| industry = Beauty
| founded = {{Start date and age|2016|02}}
| key_people = {{Unbulleted list|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.{{cite web|last1=Steinfeld|first1=Sara|url=http://www.thegloss.com/beauty/milk-studios-makeup-collection-launch/|title=Milk Studios Launches a Makeup Collection for Busy Adults With Important Things to Do|website=The Gloss|accessdate=29 January 2016|date=2016-01-29}}
History
Milk Makeup was launched in February 2016{{cite web|last1=Wischhover|first1=Cheryl|title=Milk Launches A Makeup Line For Cool Girls Who Are Time-Crunched|url=http://fashionista.com/2016/02/milk-makeup|website=Fashionista|accessdate=8 February 2016}} 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.{{cite web|url=https://www.vanityfair.com/style/2016/03/got-milk-makeup-essentials-for-the-cool-girl-on-the-go|last=Noble|first=Audrey|title=Got Milk? Makeup Essentials for the Cool Girl on the Go|publisher=Vanity Fair|date=March 23, 2016|accessdate=October 27, 2018}} Media executive Scott Sassa serves as chairman.{{Cite web |date=2020-09-06 |title=Zanna Roberts Rassi Co-Founder of Milk Makeup on the Beauty Industry and Must-Have Products |url=https://aeworld.com/beauty/zanna-roberts-rassi-co-founder-of-milk-makeup-on-the-beauty-industry-and-must-have-products/ |access-date=2022-03-29 |website=A&E Magazine |language=en}}
The company's products were initially distributed by Sephora.{{cite web |last=Phelan |first=Hayley |date=November 1, 2016 |title=Inside Milk Makeup's Formula for Success |url=https://www.businessoffashion.com/articles/intelligence/inside-milk-makeups-formula-for-success |accessdate=October 28, 2018 |publisher=Business of Fashion}} In addition to Sephora and the brand’s own website, Milk Makeup is currently sold at Cult Beauty,{{Cite web |date=2023-05-29 |title=Space NK Bets on Experiential Stores, Viral Brands for Growth |url=https://www.com/beauty-industry-news/beauty-features/milk-makeup-to-launch-in-the-u-k-on-cultbeauty-1202954930/ |access-date=2023-08-25 |website=The Business of Fashion |language=en}} Space NK,{{Cite web |date=2023-05-29 |title=Space NK Bets on Experiential Stores, Viral Brands for Growth |url=https://www.businessoffashion.com/articles/beauty/space-nk-bets-on-experiential-stores-viral-brands-for-growth/ |access-date=2023-08-25 |website=The Business of Fashion |language=en}} and Amazon. In 2017, the company received an investment from Main Post Partners. It was acquired by Waldencast along with Obagi in June 2022.{{Cite web|date=2021-11-15|title=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|url=https://www.businesswire.com/news/home/20211115005796/en/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|access-date=2024-02-27|website=www.businesswire.com|language=en}}
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{{Cite web |last=Sullivan |first=Claire |date=2023-04-14 |title=You Can Now Shop Reebok x Milk Makeup’s Sneaker and Apparel Collaboration |url=https://wwd.com/shop/shop-fashion/reebok-x-milk-makeup-collaboration-1235613436/ |access-date=2023-08-25 |website=WWD |language=en-US}} on a limited edition line of sneakers, and with Awake NY on a range of self-care essentials.{{Cite web |date=2023-08-04 |title=Milk Makeup X Awake NY Link Up, Inspired The Ultimate NYC-Centric Collaboration |url=https://hypebae.com/2023/8/milk-makeup-awake-ny-fashion-limited-edition-lip-balm-body-butter-hand-cream-collaboration-release-price-info |access-date=2023-08-25 |website=Hypebae}}
Products
Milk Makeup began with a lineup of 85 SKUs, including lipsticks and blotting papers.{{cite web|last1=Blakely|first1=Lindsay|url=http://www.inc.com/magazine/201607/lindsay-blakely/mazdack-rassi-milk-studios-production.html|title=Meet the Entrepreneur Behind Fashion's Biggest Insurgent Brand|website=Inc.com|date=2016-06-28}}
The brand gained attention in the online beauty community, following the release of its 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-favorite Hydro Grip Primer. This was followed by the equally viral Hydro Grip Set + Refresh Spray.{{Cite web |date=2020-09-03 |title=Milk Makeup's New Face Mist Joins Its Beloved Primer In The Hydro Grip Family |url=https://www.thezoereport.com/p/milk-makeups-hydro-grip-set-refresh-spray-is-a-welcome-follow-up-to-the-brands-beloved-primer-33044677 |access-date=2023-08-25 |website=The Zoe Report |language=en}}
Reception
Milk Makeup has received praise from publications such as Vogue,{{cite web|last1=Guadagnino|first1=Kate|title=Introducing the First New Breakout Makeup Line of 2016—And the 8 Products You Need to Buy From It|url=http://www.vogue.com/slideshow/13382533/milk-makeup-new-best-products-lipstick-blush-sunshine-oil/|website=Vogue.com|accessdate=21 December 2015}} Teen Vogue{{cite web|last1=Williamson|first1=Sue|title=Meet Your New Favorite Low Maintenance Beauty Line|url=http://www.teenvogue.com/gallery/milk-makeup-line#1|website=TeenVogue.com}}, Vanity Fair, and InStyle Magazine.{{cite web|last1=Mychaskiw|first1=Marianne|title=The Cool-Girl Makeup Range You've Always Wanted Has Arrived|url=http://www.instyle.com/news/milk-studios-makeup-line|website=InStyle|accessdate=29 January 2016}}
The brand's Hydro Grip Primer won an Allure Best of Beauty award for best primer in 2019.{{Cite web |date=2019-09-16 |title=Presenting the Winners of Allure's Best of Beauty Awards for 2019 |url=https://www.allure.com/story/best-of-beauty-2019-winners |access-date=2023-08-25 |website=Allure |language=en-US}}
In 2022, its liquid Bionic Blush won a Best in Black Beauty award from Essence{{Cite web |date=2022-04-13 |title=Best In Black Beauty Awards 2022 — Makeup |url=https://www.essence.com/beauty/best-in-black-beauty-makeu-2022/ |access-date=2023-08-25 |website=Essence |language=en-US}} and [https://milkmakeup.com/products/rise-mascara RISE Mascara] won a Glamour Beauty Award.{{Cite web |date=2020-03-25 |title=30 Clean Beauty Products That Are Truly Worth Your Money |url=https://www.glamour.com/gallery/best-clean-beauty-products |access-date=2023-08-25 |website=Glamour |language=en-US}}
The company has also been noted for its use of 'atypical' models, such as Sabina Karlsson, and LGBT models.{{cite web|last1=Lubitz|first1=Rachel|title=Sabina Karlsson on curve and plus-size models in makeup campaigns: "I'm shocked it took this long"|url=https://m.mic.com/articles/185568/sabina-karlsson-on-curve-and-plus-size-models-in-makeup-campaigns-im-shocked-it-took-this-long|website=Mic.com|accessdate=October 27, 2018}}{{cite web|url=https://www.vogue.in/content/brands-icons-and-influencers-who-are-breaking-through-gender-norms/|title=Brands, icons and influencers who are breaking through gender norms|last=Dalal|first=Avanti|publisher=Vogue India|accessdate=October 27, 2018|date=2018-10-21}}
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.{{Cite web |last=Manso |first=James |date=2021-04-29 |title=Milk Makeup Partners With Fashion Scholarship Fund |url=https://wwd.com/beauty-industry-news/beauty-features/milk-makeup-partners-fashion-scholarship-fund-1234812472/ |access-date=2023-08-25 |website=WWD |language=en-US}}