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Milk Makeup

www.milkmakeup.com link_icon

Company Overview



Milk Makeup is a notable New York City-based cosmetics and skincare company renowned for its commitment to 100% vegan and cruelty-free products. Founded in 2016 by Mazdack Rassi, Dianna Ruth, Georgie Greville, and Zanna Roberts Rassi, the brand is an extension of creative innovations from Milk Studios. It is celebrated for its emphasis on self-expression and community engagement, delivering products free from parabens and other potentially harmful additives, despite its dairy-suggestive brand name.

Product Line and Philosophy



Milk Makeup initially launched with an expansive collection of 85 SKUs, ranging from lipsticks to blotting papers. The brand achieved remarkable success with iconic products like the KUSH Mascara, infused with cannabis oil, and the Hydro Grip Primer, both of which have garnered a devoted following within the beauty community. The company's product philosophy is centered on providing high-tech, multifunctional formulas catered to modern consumers who value quick and easy-to-use beauty solutions, making them an optimal choice for individuals with a busy lifestyle.

Its notable offerings include:

  • Hydro Grip Set + Refresh Spray

  • Lip + Cheek Cream Blushes

  • Matte Bronzers


These products not only meet diverse beauty needs but also align with Milk Makeup's clean beauty initiative, emphasizing good ingredients and effective formulas.

Leadership



The leadership of Milk Makeup is helmed by Tim Coolican, who took on the role of CEO in 2020. Coolican, who previously held pivotal positions at L'Oréal, brings considerable expertise in brand building and international market expansion. Under his stewardship, Milk Makeup has successfully amplified its messaging and maintained a steadfast eco-conscious brand image.

Investment and Growth



Milk Makeup's trajectory of growth has been marked by significant investment activities, such as its acquisition by Waldencast Partners LP in 2022. This $1.2 billion merger with Obagi was designed to forge a global multi-brand beauty and wellness platform. The company's expansion strategy extends beyond their website, with distribution channels that include Sephora, Cult Beauty, Space NK, and Amazon.

Additionally, Milk Makeup actively engages in creative collaborations with renowned brands, such as its partnership with Reebok in 2023 for an exclusive sneaker line and a self-care essentials range with Awake NY. These collaborations underscore the brand's commitment to fostering creativity and self-expression.

Philanthropy and Social Responsibility



Milk Makeup has demonstrated a robust commitment to philanthropy and social responsibility. A notable initiative includes donating 1% of all annual online sales to The Center, an LGBTQIA+ advocacy organization. The brand also aligns with the Fashion Scholarship Fund to support opportunities for Black scholars and students of color, reflecting its dedication to diversity and inclusion. Further promoting inclusivity, the company is celebrated for its diverse advertising campaigns that feature a variety of models, including those who are plus-size and members of the LGBT community.

Market and Consumer Reach



Strategically, Milk Makeup appeals to modern consumers with dynamic marketing strategies that emphasize fun, multifunctional products tailored for those with busy lifestyles. These initiatives have cemented a strong market presence and competitive edge, significantly expanding its consumer base through robust digital engagement and community-driven outreach.

Competitor Profiling for Milk Makeup



Overview of Market Position



Occupying a prominent position in the beauty industry, Milk Makeup is known for its innovative, vegan, and cruelty-free offerings, appealing predominantly to millennials and Gen Z audiences. The company vies against well-established and emerging brands adept at capturing market share through continuous innovation across skincare, makeup, and personal care segments.

Key Competitors



1. DECIEM
  • A multifaceted conglomerate known for brands like The Ordinary, recognized for science-driven skincare and transparency.


2. Glossier
  • Champions a minimalist, modern beauty approach with a direct-to-consumer model and strong community engagement.


3. Fenty Beauty
  • Founded by Rihanna, celebrated for its inclusive shade range and commitment to diversity and innovation.


4. e.l.f. Cosmetics
  • Offers affordable, vegan, and cruelty-free products, making quality beauty accessible and maintaining a strong retail and online presence.


5. Pat McGrath Labs
  • Known for luxury makeup products with trend-setting, bold offerings under the leadership of famed artist Pat McGrath.


Competitive Landscape



Milk Makeup's competitive landscape consists of diverse players ranging from affordability and inclusivity to high-end luxury and scientific innovation. Key market strategies include:

  • Innovation and Product Development: Embracing DECIEM and Pat McGrath Lab's emphasis on groundbreaking products.

  • Inclusivity: Expanding product ranges to emulate the comprehensive diversity seen with Fenty Beauty.

  • Community Engagement: Strengthening direct sales and brand loyalty, akin to Glossier's community-driven model.

  • Price Strategy: Competing on price with e.l.f. while upholding quality to appeal to cost-sensitive segments.


Navigating these competitive dynamics is essential for Milk Makeup to enhance its market presence and continue appealing to its core demographics by leveraging strengths and pursuing growth opportunities.