Brand Review: Milk Makeup

I recently had the opportunity to check out Milk Makeup, a cruelty free and 100% vegan makeup company. Although I had heard of the brand before, I never bothered to check them out because I was comfortable with my makeup routine, and wasn’t looking to switch anything up. 

TJ Maxx has recently been carrying the Milk line, which is where I got my hands on a few different products. Milk is a fairly priced company so it was an even better deal- you just have to make sure no products are expired before purchasing. 

What is Milk’s story, you ask? Let me tell ya. Milk Makeup was founded by Milk cofounder Mazdack Rassi, product developer and COO Dianna Ruth, Milk Girl and creative director Georgie Greville, and beauty + fashion editor and E! News correspondent Zanna Roberts Rassi. All aspects of the line are developed in-house at Milk Studios, in downtown NYC. In an interview with Harper's Bazaar, Rassi shared the motivation behind creating makeup: “Great makeup and skincare makes you feel great internally, which is a self-fulling prophecy that is projected externally so you can go out and achieve with confidence.”

The brand has picked up more exposure in the last year and is really appealing to Millennials and Gen-Z and also to people who are interested in the clean makeup movement. Hitting Sephora’s and Urban Outfitters in 2016, Milk Makeup tripled its size and revenue, expanding to over 150 stores nationwide. Today, the brand is still climbing, and now all Sephora’s nationwide carry Milk products. 

Milk has also been working on breaking the stigma of cannabis in the beauty industry. One of the things they are best known for is their cannabis makeup line, KUSH. The products are not made from marijuana, but actually hemp, which means the part of weed that gets you high is missing. Hemp oil is comparable to jojoba or argan oil. Georgie Greville, one of Milk’s brand founders admits that the only reason the brand turned to cannabis was in an effort to find vegan ingredients, not to relate to stoner culture.

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Some of the brand’s best-sellers include their Matte Bronzer, a creamy bronzer, Hydro Grip Primer, and their Kush High Volume Mascara, which all happen to be products I have yet to try. My personal recommendations include:

  • The Flex Foundation Stick, which is a lightweight, super moist foundation that is a new staple for every day. 

  • The Hydrating Oil, which I use as a primer. My skin is on more of the dry side, so I love products that bring moisture back into my skin

  • The Lip + Cheek stick in the shade “Flip.” It’s a super subtle cream blush that is nearly impossible to overdo.

 



Sarah Deloach