Milk Makeup stick cosmetics

Milk Makeup, the brainchild of New York-based creative agency Milk Studios, is launching in the U.K. online and in-store. The beauty brand will arrive with its full product range of 86 stockkeeping units that will launch exclusively online with beauty e-tailer Cultbeauty.com on Jan. 28.

The brand will also host a dedicated pop-up in Covent Garden 48 hours prior to the launch so that U.K. customers “can touch, play and buy Milk Makeup in person for their first time,” according to Mazdack Rassi, cofounder and chief executive officer of Milk Makeup.

Expansion into the U.K. was a long time coming. According to the brand, the U.K. is the second largest market for digital sales. In the U.K., it is the most-searched beauty brand by Gen Z and one of the top-requested makeup brands on Cult Beauty.

“Our second largest community outside the U.S. is the U.K. so it was a natural expansion to launch there. Our Instagram messages are flooded asking when we’re coming; they’ve been waiting for it”, said Rassi, adding that Cult Beauty was the right partner.

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“They’ve managed to get these really amazing beauty brands online, and it felt like a very natural fit. We definitely wanted to align with a retailer that matches the Milk Makeup outlook.”

The brand is best known for its minimal packaging and fuss-free application: Most of the products come in a stick formula, and Johnson said they were for a “busy city girl. Our products allow for people to do their makeup on public transport or on the go as people’s time has become increasingly more precious.”

New to the U.K. is the brand’s skin-care range in a stick formula. It includes the Watermelon Brightening Serum, the Matcha Toner and an under-eye depuffing product called the Cooling Water. Milk predicts this range will be one of its top sellers, “That’s not something we’ve ever made available in the U.K., so I think people will have a real appetite for it,” said Rassi.

As well as the introduction of stick skin care, Milk will be bringing its “Meet the Fam” set, which contains six mini-sticks including the best-selling Kush mascara, exclusive to the pop-up event. The set will retail at 33 pounds.

The pop-up space will also include a “Kush area,” where the brand’s Kush products, which are made from hemp-derived cannabis oil, will be on display. Customers will be able to get their photos taken at a photography studio downstairs.

“The bulk of our sales are done online, but it’s really important for us to immerse our customers into the Milk Makeup community. Especially when you’re launching in a new market, you really want your consumer to understand where you’ve come from,” Rassi said.