Milk Makeup
Milk Makeup

Milk Makeup: Everything you need to know about the vegan beauty brand

Milk Makeup is launching in the UK for the first time

Sabrina Barr
Tuesday 15 January 2019 09:15

Later this month, cult beauty brand Milk Makeup is going to be launching in the UK for the first time.

The cosmetics company has been making waves in the US ever since its 2016 launch, promoting the concept of “clean beauty” and raising awareness of the environmental impact of makeup.

While it wasn’t originally vegan when it first launched, Milk Makeup is now entirely vegan, opting to use natural alternatives to animal by-products.

“There’s never been a better time to take a vegan approach to your makeup and skincare”, the brand states.

Here’s everything you need to know about Milk Makeup:

When was it founded?

Milk Makeup was first launched in the US three years ago.

It was conceived by Milk Studios, a photography studio based in New York and Los Angeles.

The cosmetics brand was founded by beauty and fashion editor Mazdack Rassi, E! News correspondent Zanna Roberts Rassi, creative director Georgie Greville, and product developer Dianna Ruth.

Some of its best-selling items includes the KUSH high volume mascara, the blur stick primer and the blur liquid matte foundation.

All of the brand’s products are designed and produced at Milk Studios in New York.

For its 2016 launch, Milk Makeup released its products in 50 Sephora stores across the US.

Since then the company has amassed a huge online following, with more than a million followers on Instagram and almost 90,000 YouTube subscribers.

The brand regularly shares tutorials on its YouTube channel so that consumers can learn how to use its makeup products effectively.

What’s the brand’s ethos?

Milk Makeup believes strongly in the concept of “clean beauty“, which means never including ingredients such as parabens, sulphates or mineral oil in its products.

They use alternative natural ingredients instead, such as watermelon extract and mango butter.

“When we started Milk Makeup, we all had young kids, which makes you hyper-aware of all the toxicity in the world,” says co-founder Greville.

“We wanted to use healthy ingredients that we felt great about, especially if our kids got their hands on the products.”

The brand is also 100 per cent vegan, which means that none of products contain common beauty ingredients such as honey, beeswax and gelatin.

“There is no animal product or by-product that doesn’t have a safe natural or synthetic alternative,” says COO Ruth.

Several beauty brands have started including vegan products in their ranges, including Too Faced and Sunday Riley, while brands such as Kat Von D and Cover FX are already entirely vegan.

When is it launching in the UK?

Milk Makeup products are going to be available in the UK and Ireland on the Cult Beauty website from 28 January 2019.

Prior to the launch, the brand is going to be holding a two-day pop-up in Covent Garden.

The Milk Makeup x Cult Beauty pop-up will be held from 26 January at 6a Langley Street, Covent Garden.

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Co-founder Roberts Rassi, who was born in Manchester, explained to Glamour magazine why launching in the UK was a “natural next step” for the brand.

“We launched in the US just shy of three years ago and we have worked so hard on our products and formulas to create something for literally everyone,” she said.

“We already have some great supporters in the UK and we can’t wait to officially welcome the UK into the Milk Makeup fam!”

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