 | This article contains promotional content .(February 2020) |
 | |
| Company type | Public |
|---|---|
| Industry | Beauty |
| Founded | February 2016 |
Key people |
|
| 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]
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]
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 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. [12]
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]
Kevyn James Aucoin was an American make-up artist, photographer and author. He authored several books with makeup techniques including facial contouring, which was relatively unknown in popular culture at the time, but pioneered and used in drag culture and stage makeup for decades prior.
Sephora is a French multinational retailer of personal care and beauty products, offering nearly 340 brands alongside its own private label, the Sephora Collection. Its product range includes cosmetics, skincare, fragrance, nail color, beauty tools, body products, and hair care items.
Urban Decay, an American cosmetics brand headquartered in Newport Beach, California, is a subsidiary of French cosmetics company L'Oréal.
Charlotte Emma Bow Tilbury is an English beauty entrepreneur and makeup artist. She is the founder, chairperson, and chief creative officer of the makeup and skincare brand Charlotte Tilbury Beauty Ltd. Tilbury is a contributing beauty editor for British Vogue, and global ambassador for Women International.
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.
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 correspondent, Today Show fashion contributor, and consults for the American retail chain Target as a fashion stylist, along with brands such as Adidas and Victoria's Secret.
Beautycounter was an American direct to consumer and multi-level marketing company that sold skin care and cosmetic products. As of 2018, the company had 150 products with over 65,000 independent consultants, and with national retailers. In April 2021, Beautycounter was acquired by The Carlyle Group in a deal that valued the company at $1 billion. In March 2024, Carlyle wrote off its investment in the company and the company went into administration in April 2024.
Manuel Gutierrez Jr., known professionally as Manny MUA, is a make-up artist, YouTuber, entrepreneur, and beauty blogger. In 2017, he was the first male brand ambassador in a campaign for the "Big Shot" mascara of the make-up brand Maybelline. In 2018, he founded his own cosmetics company called Lunar Beauty and launched his own cosmetic products.
BITE Beauty is a Canadian cosmetics company specializing in lip products. The brand was founded by Susanne Langmuir in 2011, launched in 2012, and acquired by Kendo in 2014. The brand is carried exclusively at Sephora.
Janiece Altagracia Dilone, known mononymously as Dilone, is an American model. She has been on the cover of ID, Harper's Bazaar, InStyle, Vogue Mexico, Vogue NL, Vogue Portugal, 10 Magazine, Puss Puss, Porter, T magazine, Allure and is currently ranked one of the Top 50 models in the industry by models.com.
Huda Kattan is an Iraqi makeup artist, beauty blogger, and entrepreneur. She is the founder of the cosmetics line Huda Beauty.
Fenty Beauty is a cosmetics brand by Rihanna, that was launched on September 8, 2017. Popular for its broad inclusivity across various skin tones, its Pro Filt'R foundation became in high-demand upon its first release. The original foundation launch included 40 shades, and has since expanded to 50. The inclusion of Fenty Beauty concealer includes 50 shades, offering a wide variety for all skin types.
ColourPop Cosmetics, also known as ColourPop, is an American cosmetics brand based in Los Angeles, California. The company was founded in 2014 by siblings Laura and John Nelson. ColourPop products are sold through their website, at Ulta Beauty, and at Target. They predominantly make products for the eyes, lips, and face.
Huda Beauty is a cosmetics line that was launched in 2013 by Huda Kattan. In 2017, Huda Kattan was chosen as one of "The 25 Most Influential People on the Internet" by Time, and she was listed as one of The Richest Self-Made Women and one of the Top Three Beauty Influencers by Forbes.
Glossier is a beauty brand founded by Emily Weiss in 2014. It started as an online-only company, building on the popularity of the beauty blog "Into the Gloss". Glossier was one of the first direct-to-consumer beauty companies when it launched in 2014, and has grown to over 10 retail locations in addition to global distribution in Sephora, SpaceNK, and Mecca. The brand's products span skincare, makeup, bodycare, fragrance, and merch.
Haus Labs by Lady Gaga is an American vegan and cruelty-free cosmetics brand founded by Lady Gaga. First launched on September 17, 2019, it was the first major beauty line to launch exclusively on Amazon as a retailer partner, and released in nine countries including France, Germany, Japan, the United Kingdom, and the United States. Haus Labs relaunched on June 9, 2022 with new retail partner Sephora. The company advertises its products as "supercharged clean artistry makeup powered by innovation."
Rare Beauty is an American cosmetics company founded and owned by Selena Gomez. The brand was inspired by her third studio album, Rare (2020). Rare Beauty launched on September 3, 2020, exclusively through their official website and in Sephora stores in North America. Since then, it has been made available to countries in Europe, Asia, and the Middle East. The company aims to "break down unrealistic standards of perfection" by promoting inclusivity and addressing mental health initiatives and education. One percent of all sales are donated to the Rare Beauty Impact Fund, a part of their "commitment to give people access to the resources they need to support their mental health."
Morphe Cosmetics, also known as Morphe Brushes and legally known as Morphe Holdings, is a Los Angeles-cosmetics and beauty manufacturer founded in 2008. The company specializes in direct-to-consumer distribution of beauty and personal care products through digital retail, leveraging partnerships with social media influencers. Morphe has severed ties with multiple partners following controversies involving several influencers.
R.E.M. Beauty is a cosmetics brand by Ariana Grande, that was launched on November 12, 2021.
Vincent Longo is an Australian/Italian make-up artist, beauty expert, and cosmetics entrepreneur, best known for his work with numerous celebrities and fashion photographers for fashion shows, red carpets, and magazine covers and editorials. In particular, he has created cover, editorial, runway and red-carpet “beauty looks” for models, actors and public personalities including Cindy Crawford, Linda Evangelista, Naomi Campbell, Christy Turlington, Heidi Klum, Claudia Schiffer, Elle MacPherson, Julia Roberts, Sigourney Weaver, Hillary Clinton, Ivana Trump, Gwyneth Paltrow, Diane Lane, Claire Danes, Geri Halliwell, Isabella Rossellini and Catherine Deneuve, among many others, earning scores of magazine covers in the process.