Milk Makeup
| Company type | Private |
|---|---|
| Industry | Cosmetics, skincare |
| Founded | February 2016 in New York City, United States |
| Founder | Mazdack Rassi, Zanna Roberts Rassi, Georgie Greville, Dianna Ruth |
| Headquarters | New York City , United States |
Key people | Scott Sassa (Chairman) |
| Products | Cosmetics and skincare products including KUSH Mascara, Hydro Grip Primer, Hydro Grip Set + Refresh Spray, Bionic Blush, RISE Mascara |
| Owner | Waldencast Partners LP (since June 2022) |
| Website | milkmakeup |
Milk Makeup is a cosmetics and skincare brand headquartered in New York City, established in February 2016 by Milk Studios co-founder Mazdack Rassi, fashion editor and entertainment journalist Zanna Roberts Rassi, creative director Georgie Greville, and product developer Dianna Ruth. The company’s chairman is media executive Scott Sassa. Although the name might suggest otherwise, the brand maintains a completely vegan product line.
Originally launched through Sephora, Milk Makeup’s distribution has expanded to include Cult Beauty, Space NK, Amazon, as well as its own online platform. In 2017, the company attracted investment from Main Post Partners and was later acquired by Waldencast Partners LP in June 2022, alongside Obagi.
The brand has participated in significant collaborations, such as a 2018 campaign with Wu-Tang Clan and TRUE NYC that celebrated their mutual New York heritage. More recently, in 2023, Milk Makeup introduced limited-edition sneaker and apparel collections in partnership with Reebok and unveiled a self-care range in collaboration with Awake NY.
Products
At its inception, Milk Makeup offered 85 different products, including lipsticks and blotting papers. The brand rose to prominence with its cannabis oil-infused KUSH Mascara, promoted as a lash conditioner, which subsequently grew into an extensive 'KUSH' product series. In 2019, the Hydro Grip Primer became a major success for the company, followed by the Hydro Grip Set + Refresh Spray; both items have since earned cult status among consumers.
Reception
Milk Makeup has received acclaim from prominent media outlets such as Vogue, Teen Vogue, Vanity Fair, and InStyle. The Hydro Grip Primer was honored with Allure's Best of Beauty award for best primer in 2019. In 2022, the liquid Bionic Blush won Essence's Best in Black Beauty award, while the RISE Mascara secured a Glamour Beauty Award.
The company is noted for its inclusive casting choices that feature 'non-traditional' models including plus-size individuals and members of the LGBT community. In 2021, Milk Makeup pledged to donate 1% of its annual website sales to The Center, an LGBTQIA+ advocacy organization based in New York. Additionally, the brand collaborates with the Fashion Scholarship Fund to support Black students and scholars of color.