The internet loves beauty tips and tricks, and increasingly, the best beauty content is coming straight from the source. While fashion brands like ASOS and Net-a-Porter have been leading the commerce and content publishing revolution, beauty brands are now beginning to roll out impressive efforts of their own. So impressive in fact, that it’s almost becoming a bit too much for me.
Scaling it back
Nobody is born knowing how to flawlessly contour and for this I give thanks and praises to Instagram and Youtube tutorials. However, I believe we are entering a season of contour overload and I’m becoming more interested in brands that celebrate simplicity. I don’t want make-up to change me but rather make me look like a fresher more rejuvenated version of myself.
And then there was Milk
In the search for a more minimalistic beauty brand, I came across Milk Makeup. Launched by the creative New York media brand Milk Studios, Milk Makeup was born to serve young, cool, low-maintenance beauty consumers (basically me with a slight stretch on the ‘young’ and ‘cool’).
I’ve placed an order for the Milk Lip Colour in orange-red from Sephora. It’s meant to show up instantly and stay all day. Though that it sounds like an over-promise, the Milk Lip Colour does have a 30% pigment load with a lovely intense colour.
It’s ingredients also include coconut wax, shea butter, almond oil, sunflower oil, and lycopene to help soften lips and boost moisture. It doesn’t contain any parabens, sulphates, and phthalates. The Milk Makeup brand communication is very hipster-centric, and although I don’t feel any way about the brand being vegan or expertly engineered for finger application. I love the minimalistic packaging and androgynous overtones. Milk Makeup is bold and it’s trying to redefine beauty. I look forward to trying the Milk Lip Colour and I’ll keep you posted.