Milk Makeup

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.

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[8] on a limited-edition line of sneakers, and with Awake NY on a range of self-care essentials.[9]

Milk Makeup began with a lineup of 85 SKUs including lipsticks and blotting papers.[10] Milk Makeup products are clean, vegan, cruelty-free, and paraben-free.

The brand gained attention in the online beauty community, following the release of a 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-fave Hydro Grip Primer. This was followed by the equally viral Hydro Grip Set + Refresh Spray.[11]

Milk Makeup has received praise from publications such as Vogue,[12] Teen Vogue[13] Vanity Fair, and InStyle Magazine.[14]

The brand's Hydro Grip Primer won an Allure Best of Beauty award for best primer in 2019.[15]

In 2022, its liquid Bionic Blush won a Best in Black Beauty award from Essence[16] and RISE Mascara won a Glamour Beauty Award.[17]

The company has also been noted for its use of 'atypical' models, such as Sabina Karlsson, and LGBT models.[18][19]

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.[20]