Cult beauty brand Milk Makeup, which breaks all the rules and infuses fun with every product, finally launches in India through Sephora. Milk Makeup was founded in New York’s Milk Studios and has had everyone’s hearts locked onto in Gen Z and Gen Alpha around the world to make beauty a chore instead of an enjoyable experience. Creativity drives Milk Makeup, where a community-first approach will make everything it does enjoyable.
According to Mazdack Rassi, Milk Makeup co-founder and Chief Brand Officer, “We wanted to create tools for our community so they could be the creative ones.” That ethos has resonated with the younger audience, which loves the playful products and the unfiltered take on beauty from Milk. Its stand-out product is Cooling Water Jelly Tint. Launched to viral acclaim, jelly tint brought something new to the market—texture, cooling sensation, and color all in one. It provoked a conversation on social media, capturing the attention of users who appreciated its uniqueness.
Milk Makeup arrives in India, powered by overwhelming love from Indian beauty enthusiasts, and markets its foray into rich cultural landscapes and an ever-growing beauty market. “This is going to be a gateway to the East,” says Rassi. The brand’s iconic, vegan-friendly products are, for instance, the Odyssey Lip Oil Gloss, designed for users to test bold looks and fresh dewy aesthetics.
Entering the Indian market is an exciting milestone for Milk Makeup and for its community, as this wait has finally come to an end for Indian fans in experiencing a brand that is defining beauty in new ways.
