An introduction to the industry
Milk stands at the crossroads of the fashion, music, photography and film worlds in NY and LA and is a cultural hub nurturing brands and creativity. Milk Makeup was founded in 2015 by Mazdack Rassi, along with his wife Zanna Roberts Rassi and co-founders Dianna Ruth and Georgie Greville. Having little experience in the cosmetics industry, Sephora helped and acted as a sort of unofficial mentor to the fledgling brand, advising them from production to scale.
In order to appeal to the millennial generation, Rassi’s tried to become part of it, spending nights reading blogs, watching vloggers talk shop and monitored how these reviews affect sales.
How they're doing it
A minimalistic back-to-school packaging
All their products are recyclable, and their packaging is made from recycled materials with soy-based ink. They created an easy-to-apply collection with high-quality and lasting ingredients and made a packaging infused with antimicrobial silver “in case it drops on the bathroom floor so it stays safe and doesn’t discolor.”
The Milk Girl
This “girl” is the kind of person who takes five minutes to put on her makeup in the back seat of a cab as she’s being ferried between chic events. She’s too cool to want a full makeup mask.
The founders focused on three points : Milk girls and guys prefer to do their makeup on the fly, they don’t have the time nor the desire to weigh their face with makeup and they care about what goes into their products.
Milk defines the brand as encompassing “punk fashion,” “art kids,” and “the next generation”—or “Gen Milk” for short.
As for the “it” Milk Girl, she certainly doesn’t adhere to binary definitions of gender.
The cosmetics brand lets its vast community mention the brand on social networks such as Instagram, Facebook and YouTube and Milk Makeup community is growing day by day thanks to word of mouth. Like many makeup brands, Milk is wise not to ignore influencers; their “Holographic stick” got a huge bump in exposure and sales when YouTuber Jeffree Star featured it. Ditto with Thomas Halbert and the Blur stick. They are currently vividly working with all-level influencers.
Milk Makeup’s YouTube channel embraces individuality and creates inspirational videos linked to its makeup. It gives power to voices that are generally unheard and discuss the gender spectrum exploring what individuality truly means today through campaigns like #BlurTheLines. Several LGBTQ+ models discuss how they feel about their gender identities, their fashion choices, and how they believe that “blurring the lines” between masculinity and femininity is beneficial.
Taking it a step further, Milk gave a chance to some fans to feature in their upcoming #LiveYourLook campaign during the Beautycon festival in New York. where they were asked to visit Milk's multimedia studio and got glamed up and posed for portraits taken by Milk Studios photographer. The initiative aimed at inspiring people to break boundaries and celebrate diversity and individuality in the beauty space.