Milk Makeup Launch
Milk Makeup Has Arrived and It's Just as Rad as We Imagined
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It's no secret that the cool kids at Milk know what's up. The creative studio has locations on both coasts and hosts New York Fashion Week MADE, so when we heard this It crew was launching a beauty brand (dubbed Milk Girl), we knew it would be noteworthy. Milk cofounder Mazdack Rassi and his wife, Zanna Roberts Rassi — who is an E! correspondent and the senior fashion editor at Marie Claire — spearheaded the endeavor with ultimate Milk girl and Creative Director Georgie Greville.
The idea behind the brand is high concept, low maintenance, aka unique formulas that are easy to apply — think: one-step application using zero brushes and just one hand — and deliver quality results using natural ingredients. "We literally sat 'round a table of women and asked 'What do we need in our lives?' — not, 'What do we want to sell?' This manifested itself in a line that is quick to use, has impactful colors, is streamlined, is as natural as it can be — paraben-free, eco-conscious — and modern," Roberts Rassi told us.
Milk Makeup's debut 85-piece collection has everything a girl on the go could want, from lip and blush oils in a rollerball to eye and lip markers made with a pigment-packed formula that will stick around until the wee hours of the night. "The markers were inspired from our love of art supplies and wanting to inject some fun into the packaging and the blush oil was created because liquid blush gives a beautiful, natural effect and flush but can be messy. So we aimed to improve it by making it a more luxe oil and putting it in a rollerball pen for easy application," explained the mastermind behind product development, COO Dianna Ruth.
Greville added, "We really tried to think of everything from recyclable packaging to using the best natural ingredients — arnica in under-eye concealer to de-puff, high-grade coconut waxes in all our Milk Melt Technology products so that formulas glide on seamlessly as they melt when they come into contact with body heat."
This is not your average natural beauty brand — in fact, it's not your average makeup line, either. So whether you like your look to be bold and daring or prefer just the basics, get stoked because Milk Makeup launches on Sephora.com and MilkMakeup.com on Feb. 8 (just in time for New York Fashion Week). In the meantime, keep reading to discover the founders' faves, and start making your wish list!
Matte Quad
"This Marshmallow palette is perfect for eyes, lips, face. I like to dab the muted shades with fingers onto lids for a neutral smoky eye for day or onto lips for a '60s nude look. Superlight textures so I don’t feel like I’m wearing anything! Dab, dab, done!"
— Zanna Rassi Roberts
Matte Quad ($36)
Eye Vinyl
"For years I’ve watched makeup artists on set and backstage create that gorgeous glassy eyelid look. I’ve never however found a product that creates that look without sticking my eye open, until we made this! It’s the glazed look I love without the gluey finish."
— ZRR
Eye Vinyl in Bridge ($20)
Matte Bronzer
"I rely on this way too much. It’s a multifunctioing miracle worker. I swipe it everywhere. Chisel my face, tan my legs, and tone my arms! It’s a chubby stick so it’s easy to apply. No hand-staining tanners, messy powders, or brushes."
— ZRR
Matte Bronzer in Baked ($24)
Lip Marker
"The packaging for this was inspired by the everyday highlighter pen. It’s infused with aloe, sunflower seed oil, and vitamin E, so no cakey dryness. I applied at 5 p.m. on the day of the Golden Globes, hosted hours of TV for E!, went to the afterparties, and got up the next morning at 4 a.m. to do the Today show, and it was still going strong!"
— ZRR
Lip Marker in TKO ($20)
Shadow Liner
"As the name suggests, this is a liner and/or a shadow. The chisel tip makes it super simple to apply — horizontally for a liner or vertically for a full lid look. Rassi (my hubby) fell off his chair when I was in and out of the bathroom in literally two minutes with a dramatic new look!"
— ZRR
"I line my eyelids with the Shadow Liner and smudge it towards the outside of my eye and up for a smoky cat-eye look."
— Georgie Greville
Shadow Liner in VP ($26)
Concealer
"Every morning, I apply concealer under each eye in a quick swipe. I swipe and blend, blend with my middle fingers."
— GG
Concealer ($24)
Highlighter
Mascara
"I apply Ubame Mascara on the inner and outer lashes and dot the outside lashes out with the tip of the wand."
— GG
Ubame Mascara in Inked ($24)
Lip Color
"I put on my lip color in the elevator — a swipe across my lips, then I add a dot to each cheek and blend. The shade depends on my mood, but my essentials include Gnarly, O.G. Red, and GRRL."
— GG
Lip Color in GRRL ($22)
