Back in January of this year, beauty girls and editors lost their collective shit—myself included—when New York City beauty brand Milk Makeup finally launched in the UK. Despite it having only launched stateside in 2016, it had already felt like a lifetime of having to beg U.S.-bound friends to hit up Sephora on my behalf for a Milk Makeup fix. I clearly wasn’t alone—the brand launched to an incredible 17,000-person waiting list on Cult Beauty. Yes, this was one beauty brand that had a serious amount of social media hype, and I was already obsessed.
If you haven’t heard of Milk Makeup before, then the premise of the brand is all about good ingredients, clean formulas, and payoff that you can actually see. Every product is cruelty-free, paraben-free, and 100% vegan, and a lot of the products come in twist-up, stick formulations for easy, fuss-free application—even when you’re on the go. The skincare products are simple and slip effortlessly into your existing routines, and the makeup products offer sheer pops of color that can be built up to customize your look. In short, this is a beauty brand that even women who aren’t that into beauty can get on board with.