Founded by UK export, former beauty and fashion editor and now E!entertainment correspondent, Zanna Roberts Rassi, along with Milk Studios co-founder Mazdak Rassi, product developer Dianna Ruth and creative director Georgie Greville, Milk Make-up was created in downtown New York (which explains why the brand reeks of originality and spirit).
The Milk family set about wanting to create a brand that was cool but conscious, inclusive and innovative, which is truly reflected in the cultish products. Taking inspiration from street culture and the many creatives that frequent the Milk Studios scene in NYC and LA, along with other influences such as brand-new ingredients and stationery packaging, Milk is very selective when it comes to adding products to the collection. Launching products only when they have cracked the magic "Milk formula" of being free from nasties without compromising on performance, every product is practical and perfect.
The range is aimed at delivering on-the-go application - fast results with formulations that not only deliver excellent performance and pigment pay-off but that are loaded with skincare benefits, too. Anyone that knows Roberts Rassi will appreciate why the range must be easy to use on-the-go and give more than just colour - just look at her Instagram account and you’ll take a peek into her hectic schedule (raising twin four-year-old girls, running a business, making #zannaquicktricks Milk make-up hacks and her E!Entertainment style reporting that sees her on the red carpet all over the globe).
That’s why Milk is known for its tool-free, blendable, multi-use, travel-friendly solid formulations and products. All these touches make it a cleverly-put-together brand for those on the go and with a fun, carefree spirit.
The Milk pop-up shop with Cult Beauty opens on January 26 and 27, located at 6a Langley Street, Covent Garden and launches exclusively online with Cult Beauty on January 28th.
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