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Milk mackup1/1/2024 ![]() ![]() In 2010, we did a collab with MAC – it was called MAC and Milk. And one of them was our long lasting partnership with MAC Cosmetics. Designers could come there – show, produce, create and we had brand partnerships in return. If you also remember, we MADE Fashion Week which was really the first real program during New York Fashion Week that supported the next generation of fashion designers, free of charge. So that's kind of how our partnership came together. So we come from a long lineage of Milk Studios, which started as a fashion photography studio almost 25 years ago, the studios were always filled with our collaborators, our contributors, our photographers, our filmmakers, our artists, a lot of the people either came there and photographed or they were there working and creating. MAZDACK RASSI: So before there was Milk Makeup, there was Milk Studios. Why did you decide to start a makeup brand and what were the key pillars you built it on? The first question that I have for you guys is about the origin story. V: Thanks for chatting with us this afternoon. ![]() The following interview has been edited for length and clarity. Three of the founders sat down with V to reminisce about their time working out of Milk Studios, the brand’s rising popularity with Gen Z and the future of Milk Makeup. Slideshow Georgie Greville, Mazdack Rassi and Zanna Roberts Rassi photographed at the Milk office. “We always say it's not how you create your look, it's what you do in it that matters.” “‘Live Your Look’ for us means living your truth in how you represent and present yourself,” says Georgie. Since their founding, Milk Makeup has promoted self-expression, telling beauty users (regardless of gender) to “Live Their Look.” Milk is also working toward all formulations being over 80% natural-in addition to ensuring every product is 100% vegan, cruelty-free, and paraben-free.īut it’s not just the emphasis on clean and sustainable that has propelled the company into your favorite celebrities’ beauty cabinets, it’s also their messaging. These refills reduce plastic waste by 66% and encourage consumers as well as the beauty industry at large, to limit plastic production. Along with shipping their products in 100% post-consumer waste boxes and working with a factory that uses 100% green energy, the brand has also introduced refillable cartridges for some of their best sellers, including their Sunshine Skin Tint SPF 30. Milk’s "best," as Georgie mentions here, is a redesign of product packaging to make it more sustainable. “We want to take care of each other by representing different cultures and being true our diverse culture that we represent, but we also want to do our best every step of the way with our products,” says Milk’s Co-Founder and Creative Director, Georgie Greville. With all its upgrades, Milk is also pushing the boundaries of its core ethos to develop an even deeper focus on clean beauty, sustainability, and inclusivity. Slideshow Bursting with color and natural light, "Milk Plaza" and the company's headquarters is in the heart of SoHo. A crisp, clean new look, a brand-new website, a more expansive global audience, and $1.2 billion acquisition with Waldencast, a newly formed beauty and wellness multi-brand platform that also includes internet-beloved skincare brand, Obagi, in its portfolio. As the brand approaches its sixth anniversary, it has much to celebrate. It’s all part of Milk Makeup’s new chapter. “Milk Studios was always about the emerging and established next generation coming in and meeting.” “The idea of this plaza – we call it Milk Plaza – is that it looks like an outside park plaza where you can hang out,” Mazdack explains. This lobby resembles an outdoor plaza, as Co-Founder and Chief Brand Officer Mazdack Rassi put it. When you first emerge from the elevators, you are greeted by a large granite lobby complete with electric blue wired chairs, leafy green plants and marble table tops. Flooded with natural light and saturated with artwork that previously exhibited at Milk Studios, the new space is designed by FOOD New York, an agency who has designed spaces for Off-White, Yeezy Studio and MoMA. The insanely popular clean beauty brand, Milk Makeup, has moved to Soho.
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