Vegan beauty brand Milk Makeup made its UK debut on Monday. The New York cosmetics company, which was launched in February 2016, had reached an agreement with Sephora to carry the brand before creating its first products.
The concept of Milk Makeup is clean beauty, meaning it never uses ingredients such as parabens, sulfates or mineral oil in its products. Instead, the brand uses natural ingredients like watermelon extract and mango butter. The company, which works to raise awareness of the environmental impact of makeup, is now entirely vegan, using natural alternatives to animal by-products like honey, beeswax, and gelatin.
“There’s never been a better time to take a vegan approach to your makeup and skincare”, the brand says.
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HI UK, WE'RE COMING FOR YOU! 👋🏽🇬🇧Do you fancy some Milk Makeup?? 😍 - We are OFFICIALLY launching in the UK & Ireland with @cultbeauty on 1/28! - Head to insta stories to peep all the deets AND meet some of our UK Mob! (spoiler alert: we're having a 2-day POP UP experience in London soon 😱) #milkmakeupxcultbeauty
Among its best-selling items, consumers will find the KUSH high volume mascara, the blur stick primer, and the blur liquid matte foundation. The company, which has more than a million followers on Instagram and nearly 90,000 YouTube subscribers, frequently posts tutorials on its YouTube channel that teach consumers how to use its makeup products effectively.
The brand is especially known for its sticks, such as the Cooling Water and Watermelon Brightening Serum, which freshen and revitalize your complexion. The Cooling Water serum contains seawater and caffeine to calm and enhance the skin’s elasticity, while the Watermelon Brightening Serum removes dullness and signs of exhaustion.
“When we started Milk Makeup, we all had young kids, which makes you hyper-aware of all the toxicity in the world,” says creative director and co-founder Georgie Greville. “We wanted to use healthy ingredients that we felt great about, especially if our kids got their hands on the products.”
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According to chief operating officer and product developer Dianna Ruth, “There is no animal product or by-product that doesn’t have a safe natural or synthetic alternative.” Other beauty brands that use vegan products include Too Faced and Sunday Riley, while Kat Von D and Cover FX are entirely vegan.
Milk Makeup products are available in the UK and Ireland on the Cult Beauty website. Co-founder Roberts Rassi, a Manchester native, told Glamour magazine that 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 says. “We already have some great supporters in the UK and we can’t wait to officially welcome the UK into the Milk Makeup fam!”
Milk Makeup has been touted by publications such as Vogue, Teen Vogue, Vanity Fair, and InStyle Magazine. They have also been praised for using atypical models, like Sabina Karlsson, and LGBT models. The brand’s “Holographic Stick” won an Allure “Best of Beauty” award in 2017.