(Spoiler: It really doesn’t, but some people - like me - hate that slippery feeling.) I loved the non-slippery texture of Blur, and it’s great as a primer under makeup or used alone just to cover up the large pores on my nose. It also gets a bad rap for clogging pores. There are dozens of products on the market that claim to do it, but this one does it without dimethicone or other silicones, an ingredient used in tons of cosmetics that acts as an emollient and feels smooth and silky on the skin. The Blur stick is a new launch that acts as a primer and makes pores and fine lines seemingly disappear. While not a “natural” brand, per se, Ruth tries to use ingredients deemed “good for you.”
“Sticks have existed in the world obviously, but there’s just something about our formulations and how modern the products are, like the silicone-free Blur stick.” Greville says that Milk’s ingredients are one of the things that sets the brand apart. You know exactly what to do when you see it,” says Greville. “We appeal to such a diverse audience because of the sticks, which are really intuitive. There are 120 products in the collection, and the twist-up sticks, like the Cooling Water stick, Holographic stick, and Blur stick, have proven to be the standouts of the collection. Now the important part: Yes, the products are good. Cooling Water Stick ($24), Sunshine Oil ($38), Ubame Mascara ($24), Lip Color ($22), and Holographic Stick ($28)
It’s been amazing to see the breadth of how it’s resonating.” A just-launched campaign called “Live Your Look” features a video that pretty much tells you visually what Milk is about. “It’s also moms and women in their 50s and 60s and a lot of boys.
It’s not just the 18 to 24, although we’re definitely resonating with that group,” she says. “What we’ve realized is that the people who are attracted to Milk are a very broad group of people. So who, exactly, is the Milk Makeup customer? Upon launch, the products, which mostly come in stick and tube form and are meant to be applied with the fingers, were intended for “girls who do their makeup quick.” That has evolved, according to Greville. In January of this year, Milk landed its first outside investment from Main Post Partners, which was an investor in Too Faced and many non-beauty brands. Milk Makeup is also sold at 50 Urban Outfitters stores. It’s now in 150 stores, with an expansion to Canada and Europe planned for the near future. The retailer was impressed when it actually saw the line and picked up the brand, according to Business of Fashion. The Milk team pitched it to Sephora before it even had products to show. Greville told me last year that Milk had been doing creative work for some beauty brands and worked closely with MAC, so it seemed to make sense to launch its own brand. Mazdack Rassi and his wife Zanna Roberts Rassi, who is also an editor at Marie Claire, launched the collection last January along with Georgie Greville, the creative director of Milk’s in-house production company, and Dianna Ruth, a product formulator who did stints at Hard Candy, Bliss, and Benefit. Glossier is still only sold on its own site, while Milk’s first retailer was Sephora.
MILK MACKUP FULL
It also launched with a full collection, while Glossier does more of a drop model, releasing one category at a time. It could be easy to confuse Milk Makeup with Glossier, at least in terms of its coolness factor, but Milk is a lot more about hardcore makeup than Glossier. (It might seem weird for a studio to start a makeup brand, but that’s how Smashbox got its start, too.) They work with the worlds of fashion, art, and other generally creative types, so “cool kid” is in its DNA. It was started by the founders of Milk Studios, which has locations in Los Angeles and NYC. Milk Makeup seems to have come out of nowhere, and it has had a charmed first year that other beauty company startups would kill for. Before I answer that, some background on the brand is in order.
0 kommentar(er)
