When cool New York City–based beauty brand Milk Makeup landed in the UK back in January 2019, beauty editors—myself included—went into overdrive. Despite the fact that the brand only launched stateside in 2016, I felt like I’d already spent a lifetime begging my American friends to hit up Sephora on my behalf for my Milk Makeup fix. And I clearly wasn’t alone—Milk Makeup accumulated an incredible 17,000-person waiting list on Cult Beauty. Yes, this was one beauty brand that had some serious social media hype, and I was already obsessed.
Milk Makeup is all about good ingredients, clean formulas and payoff that you can actually see. Every product is cruelty-free, paraben-free and 100% vegan. Many of its products come in the form of twist-up sticks for easy, fuss-free application, even when you’re on the go. Its skincare products are simple and slip effortlessly into your existing routines, and its makeup products offer sheer pops of colour that can be customised to fit your look. In short, this is a beauty brand that even people who aren’t that into beauty can get on board with.
But with such an array of innovative products (I’m talking tattoo stamps and cannabis face masks), Milk Makeup can be a bit of a tricky brand to decipher, especially if you haven’t dabbled in any of its products before.
