Born inside Milk Studios, 100% vegan, built for self-expression — clean-girl beauty with a downtown edge.
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Milk Makeup
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The brand began with 85 SKUs and a studio sensibility: lipsticks, blotting papers, and a fast, hands-on way of doing your face. Founders Mazdack Rassi, Zanna Roberts Rassi, Georgie Greville and Dianna Ruth built it around New York roots and creative connection, with media executive Scott Sassa as chairman.
The cult moments came quickly — the cannabis-oil KUSH Mascara, then the viral Hydro Grip Primer, an Allure Best of Beauty winner in 2019. Acquired by Waldencast in June 2022, Milk has stayed known for atypical casting and LGBTQIA+ advocacy, sold through Sephora, Cult Beauty, Space NK and its own site.
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For a lot of people it's the brand's standout buy. Reviewers say it genuinely grips makeup and helps it last, with foundation staying put and pores looking blurred, and it suits sensitive skin. The main caveats are a tacky feel and occasional pilling for some users, so layering technique matters, but it's the product that turned many shoppers into fans.
It's one of the brand's signature items and the one that first drew big attention in the online beauty community. KUSH Mascara is cannabis oil-infused, using a hemp-derived cannabis seed extract that's promoted as a lash conditioner. That ingredient became the basis for a whole 'KUSH' line across other products.
Two strong starting points: the Hydro Grip Primer, a cult favorite launched in 2019, or one of the brand's signature stick formats if you want to see its grab-and-go, finger-friendly approach. The primer is the safer first pick because of how broadly it's praised. From there the range opens up into complexion, eyes, and the KUSH line.
Yes. Despite the dairy-sounding name, Milk Makeup is 100% vegan. The name comes from its origins at Milk Studios, not from any ingredient.
Milk Makeup launched in February 2016 in New York City, created by the people behind Milk Studios. Its founders were 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.
Milk Makeup is a New York City-based cosmetics and skin care company, born out of Milk Studios. That downtown NYC heritage runs through its identity, including collaborations that pay homage to its city roots.
Milk Makeup received an investment from Main Post Partners in 2017, and was later acquired by Waldencast, along with Obagi, in June 2022. The brand has kept its New York, self-expression-driven personality through those changes.
Its products were initially distributed by Sephora, which remains a key channel. Beyond Sephora and the brand's own website, Milk Makeup is currently sold at Cult Beauty, Space NK, and Amazon. Sticking to those official retailers is the most reliable way to get authentic product.
Yes. The Hydro Grip Primer won an Allure Best of Beauty award for best primer in 2019. The brand's liquid Bionic Blush won a Best in Black Beauty award from Essence in 2022, and its RISE Mascara won a Glamour Beauty Award. That recognition spans both its hero primer and its color range.
The brand leans hard into self-expression and inclusivity. It has been noted for casting 'atypical' models, including Sabina Karlsson and LGBT models, and in March 2021 announced it would donate 1% of all annual website sales to The Center, its longtime LGBTQIA+ advocacy partner in New York. It has also partnered with the Fashion Scholarship Fund to support Black scholars and students of color.
Since staples like the Hydro Grip Primer and the brand's sticks are everyday products, the practical move is to restock when you're running low rather than waiting for a sale. Buying through Sephora or Milk Makeup's own site is the surest way to get genuine, in-date product, which matters more than timing a deal.
