The US’ most recent imports
In this new franchise we ask: what’s all the fuss about? There are so many products and brands that enter stratospheric realms of popularity – going from zero to hero in what feels like a matter of weeks – think Drunk Elephant and Augustinus Bader. But why are they so popular? We’ve decided to investigate…
Milk Makeup – The Background
Milk Makeup is the incredibly fun, easy-to-use makeup and skincare line set up by Milk Studios – the NYC photography studio and creative agency. It was founded in 2015 by the studio’s Co-Founder Mazdack Rassi and his wife Beauty + Fashion Editor and E! News Correspondent Zanna Roberts Rassi, but only came to the UK earlier this year. But it landed on our shores with a bang. 17,000 joined Cult Beauty’s waitlist (their biggest ever brand waitlist to date), 4,575 shoppers visited their pop-up store in Covent Garden in two days and within the first 24 hours five products (Blur Stick, Cooling Stick, Matte Bronzer, Tattoo Stamp in Star and Eye Pigment After Party) sold out completely in the UK. It’s safe to say that people were excited and couldn’t wait to get their hands on the products.
What is it that sent the UK customers into such a craze? Well it might be that the brand is all about ease – their roll-up, multi-use sticks are a thing of genius; it might be that the brand is completely vegan, cruelty-free and free from parabens; or perhaps it because the unisex brand promotes self expression, telling their followers to #livetheirlook.
Is it any good?
Now that the dust has settled and the brand has been available to buy for over two months, we highlight the products that we think should be in your makeup bag.
Milk Makeup Cooling Water, £20.50 Cult Beauty
This little thing belongs in the fridge. It’s a cooling water that takes down puffiness and when you keep it in the fridge, we swear it doubles its power. It’s said to help boost hydration, but we’d stick to your normal serums for that. But if you’ve had a heavy night (whether that’s with your baby, a night out on the tiles or you just couldn’t sleep) this soothes and de-puffs your under eye area. Warning: it’s addictive.
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Milk Makeup Matte Bronzer, £20.50 Cult Beauty
This is idiot-proof. It’s so blendable, that if you make a mistake you won’t have to start your makeup all over. It’s not orange at all so you’ll never look like you’ve been tangoed. You can literally draw it on wherever you want, no need for brushes or a mirror really. It’s like it was created for the ‘how to contour beginners set’.
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Milk Makeup Kush High Volume Mascara, £20.50 Cult Beauty
The beauty of this mascara is that, whilst it give your lashes volume for days (thanks to the heart-shaped fibres that cling to the individual hairs), it contains CBD oil that conditions your lashes as well. Which means that every morning when you apply, you’re essentially putting a hydrating hair oil on your lashes too.
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Milk Makeup Lip + Cheek, £20.50 Cult Beauty
Keep this in your handbag at all times. It’s perfect for the 4pm slump, when your body needs a coffee and your face needs a pick-me-up. It’s really hydrating, so if you have dry skin you’ll love it. It works beautifully on the lips and the cheeks too. So double the bang for your buck.
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Milk Makeup Eye Pigment, £20.50 Cult Beauty
Good god you do not need a lot of this. Pop a tiny bit on the back of your hand then using a fluffy brush blend the pigment to get a diffused look. Alternatively if you want a bold, statement eye, whack it straight on your lids with your fingertips. You won’t be disappointed with any of the 10 shades.
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Milk Makeup Glitter Stick, £25.50 Cult Beauty
This works majestically atop an eye pigment; use your fingertips to dab the glitter in or alternatively swipe across your cheekbones for a touch of glitter strobing for the ultimate glitter makeup look. It’s so easy to use and so not messy, it will change the way you do your festival makeup.
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Milk Makeup Flex Concealer, £23.75 Cult Beauty
You know if you squeeze a marshmallow in your hands, it bounces back in shape? Well the team at Milk have utilised the elastic marshmallow root powder and bendable spheres, which move with the skin to create a concealer that doesn’t crack or split when you’re face creases with a smile. Clever hey?
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Is it worth the hype?
Whilst their skincare is easy to use and will be super handy when you travel, it really is the makeup that stands out for us. It’s fun, playful and allows you to experiment with colour without breaking the bank. We’re here for Milk Makeup.
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