There’s a lot to like about Milk Cosmetics and before the question is asked — how does this brand work for women of color — let me state that it works very, very well. Like many BIPOC women before I thought this brand was made for White and Asian women.
Milk Makeup 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. Media executive Scott Sassa serves as chairman. The visionaries of Milk Cosmetics, who have been in the“clean game” since 2016, are in front of the wave. According to Brand Essence ( a market research company), the clean beauty market is expected to exceed $11 billion by 2027.
To be considered a clean brand you have to be toxin-free with transparent labeling because it’s not about looking clean—no—it’s about being clean. Add the GenZ customer who will not accept anything less than fairness, equality, and kindness. These consumers are “woke” and are very clear that they are building a future one choice at a time. A lot of people know Milk Cosmetics because of their lip and cheek sticks which saw double-digit growth during the pandemic. Here’s my suggestion of products you should seriously consider.
New to the Milk Cosmetics team is the Future Fluid All Over Cream Concealer (medium-to-full coverage concealer), Infinity Long Wear Eyeliner, RISE Mascara, Pore Eclipse Mattifying Primer, Bionic Bronzer, Hydro Ungrip Makeup Remover + Cleansing Water, and Hydro Ungrip Makeup Removing Cleaning Balm
Future Fluid All Over Cream Concealer (medium-to-full coverage concealer)
This multi-use, medium-to-full coverage concealer covers, sculpts, and hydrates for a lightweight, crease-proof, natural finish. It’s 92% natural, clean, vegan, cruelty-free, paraben-free, fragrance-free, silicone-free, alcohol-free, and gluten-free.
RISE Mascara (natural lift + length)
This is an award-winning everyday mascara that weightlessly lifts, lengthens, curls, and adds subtle volume for the most natural-looking lashes possible. This product is 93% natural, vegan, clean, cruelty-free, paraben-free, and fragrance-free.
Hydro Ungrip Makeup Removing Cleansing Balm (hydrating cleansing balm)
A no-residue, 85% natural cleansing balm that melts away stubborn makeup, SPF, dirt, and impurities to leave skin clean, soft, and hydrated. This product is clean, vegan, cruelty-free, paraben-free, alcohol-free, gluten-free, and silicone-free. This product works. The best way to use it, is to gently massage a generous amount to dry skin, focusing on areas that need attention like stubborn eye makeup. When you add water it emulsifies into a milky lather.
Pore Eclipse Mattifying Primer (mattifying + blurring face primer)
This lightweight water cream makeup primer has skincare benefits that blur pores and controls shine for a long-lasting soft matte finish. This product is 90% natural, clean, vegan, cruelty-free,
Don’t miss out on the oldie-but-goodies:
KUSH High Volume Mascara
This mascara is conditioning with hemp-derived, CBD-infused cannabis oil that fuses heart-shaped fibers to lashes for thickness without fallout. This locks onto lashes, in each direction, adding width and length for long-lasting volume and curl. The CBD-infused cannabis oil gives the formula a creamy texture that allows for smoother application on lashes and easier, tug-free removal, as well as an additional conditioning benefit. Kush Mascara is the vegan way to get major volume and healthier-looking lashes in one hit.
Hydro Grip Primer
This is a hydrating, makeup-gripping primer formulated with hemp-derived cannabis seed extract and blue agave extract for all-day hydration and hold. This primer is formulated with aloe water, cherry blossom, hyaluronic acid, and B vitamins to support skin for a healthier-looking base, and provide a glassy, post-hot-yoga-class glow. The silicone-free, oil-free, green-tinted formula blends in clear to work across all skin tones and types. Simply allow the formula to sit for one minute to fully absorb and activate the grip for the best results.
Lip + Cheek
Easy two-in-one, cream stick doubles as a hydrating sheer blush and lip tint and builds as you swipe. It hydrates with mango butter and avocado oil-infused formula and blends seamlessly into the skin. Easy to supply onto lips and cheeks, then blend with fingertips to complete — no mirror required.