When Milk Makeup launched in 2016, it immediately had a cult following of beauty enthusiasts and women looking for something different from a makeup brand.
Founded as an extension of the uber-cool Milk Studios in New York, Milk launched with the vision of celebrating the beauty that’s inherent in every individual, embracing makeup and using it to feel more beautiful, as opposed to covering imperfections. Today, Milk has millions of followers worldwide and, after its expansion in the Middle East, has become one of the must-have brands across the region. Here, we talk to CEO Tim Coolican to find out more about the mission behind the brand and how it’s helping to redefine the beauty industry today.
Tell us about the evolution of Milk Makeup and where it’s at today.
Milk Makeup was born out of Milk Studios, a creative hub in downtown New York City, merging different creative fields in a fresh, fun way. We’ve always been focused on bringing people and ideas together to make magic.
Our mantra is #LiveYourLook, which stands for freedom of self-expression. It’s our way of showing support and acceptance so everyone feels seen and inspired in beauty. We aspire to be a safe space where everyone can truly thrive. We believe beauty isn’t about how you create your look, it’s what you do in it that matters.
At Milk, we’re all about creating easy, effective formulas that are clean, vegan, and cruelty-free. Always. That mindset has sparked a lot of our award-winning bestsellers, like our Sticks fam and Prime + Set routines. Out of those, our Lip + Cheek and Hydro Grip Primer have been two hero products that are very iconic to Milk and to our Milk Fam.
What can you tell us about the latest products Hydro Grip + Glow Primer as well as the new jelly tints?
Hydro Grip Primer is a Milk Makeup icon, a multi-award winner with over 5 million bottles sold and over 35 million hashtags to date. Even 5 years after launching this past Q1, it was among the top 10 highest EMV makeup products in the USA, according to Tribe Dynamics. It’s such a Milk Fam favourite that we decided to expand the family with our new Hydro Grip + Glow Primer. Our formula is based on the idea that hydration is the secret to makeup that goes on evenly and stays glass-like all day. That’s why we made this new clean, illuminating primer with hyaluronic acid and niacinamide to boost hydration, plump the look of the skin, and create a smooth base.
Our original Cooling Water Stick was a top seller from the second it launched, and for years, we wanted to expand the franchise. Blush always seemed like a natural fit but it had to be innovative in the same way our cream sticks were when we first launched them in 2016. The Product Development team had recently discovered a new gelling agent that had a cooling, refreshing feel to it, and it clicked—the perfect next iteration for Cooling Water and for blush. This jelly-like texture has never been done before, so it required a lot of trial and error to ensure we kept the integrity of the product and still met our clean, vegan, and cruelty-free standards.
What are your main priorities as a growing beauty brand today?
Milk Makeup is focused on delivering exciting, innovative, clean beauty products while staying true to our core values of inclusivity, creativity, and community. We have always prioritised innovation in clean beauty—introducing vegan, cruelty-free products, that are packed with skincare benefits—so customers can feel good about what they’re putting on their skin. Expanding our reach globally, strengthening our brand’s presence in diverse markets, and continuing to foster an inclusive community is also key. At every step, we ensure our products and brand remain accessible, authentic, and in sync with the needs of our Milk Fam and the evolving beauty landscape.
How does Milk Makeup differentiate itself from competitors?
First and foremost, our commitment to innovation has been central to our identity. From the beginning, we focused on creating products that are both high-performance and easy to use, catering to a diverse range of skin tones and types. Our unique formulations, such as the use of nourishing ingredients, appeal to consumers who prioritise both quality and skincare benefits.
Secondly, our brand ethos of embracing individuality and self-expression resonates with people worldwide. We’ve cultivated a community that values authenticity, encouraging customers to experiment with their looks and break conventional beauty norms. This approach has fostered a loyal following and a vibrant community of fans who feel connected to our brand.
Additionally, our unique aesthetic—clean, modern packaging with a fun, youthful vibe—sets us apart visually in a crowded market. We’ve leveraged social media and influencer partnerships effectively to reach a global audience, making our brand accessible and engaging.
Lastly, our commitment to inclusivity and sustainability reflects the values of today’s consumers. By offering a wide range of shades and ensuring our products are cruelty-free and environmentally conscious, we align with the expectations of the modern beauty shopper.
How important is it to have skincare elements in your products?
It’s very important because the beauty landscape is ever-changing and consumers are more conscious about what they put on their skin. That’s why we deliver breakthrough innovations with high-quality formulas that are good for you and your skin. Every ingredient is there for a reason, and ingredients that don’t meet our high standards are cut. That’s why everything you see from us will always be clean, vegan, and cruelty-free.
What can you tell us about the brand in the Middle East?
Milk Makeup’s expansion into the Middle East has been a meaningful step in connecting with a diverse and dynamic beauty community. The Middle Eastern market is known for its bold, expressive approach to beauty, which resonates strongly with our values of individuality and self-expression. We’re thrilled to bring our clean, vegan, and cruelty-free formulas to a region that deeply values quality, innovation, and authenticity in beauty products. Our goal is to foster a space where customers can #LiveYourLook confidently, and we’re excited to see how the Milk Fam in the Middle East continues to embrace and inspire new ways to use our products.
What are the must-have products all readers should invest in?
Not to downplay any of our launches—because we’re incredibly proud of the innovation and creativity that has gone into every single product—but a few that have always felt iconic to Milk are our Hydro Grip Primer and our Cream Sticks family. Hydro Grip Primer is our community favourite, multi-award-winning, 12-hour hydrating makeup primer. It’s been a steady best-seller since we launched it, and, as I mentioned earlier, we recently launched the luminous version, Hydro Grip + Glow.
We have had our Cream Sticks since Milk Makeup launched as a brand in 2016, and they have been a key product family for us all these years. Whether they are a busy mum, hustling to their 9 to 5, or just looking for something quick, we wanted to offer products that are multi-use, easy to apply, and don’t require any additional tools to apply them. When we launched, there were very few stick products available, so offering our products in this format just felt like a natural fit. In this family, we have Lip+Cheek, Matte Bronzer, Sculpt Stick, and Highlighter. You can do a full face of colour in seconds and each stick has over 1,000 swipes!
On the business side – what are the biggest challenges you face as a brand?
As a growing beauty brand, navigating a highly competitive market while staying true to our core values is an ongoing challenge. We are committed to producing high-quality, clean, vegan, and cruelty-free products, which can sometimes mean higher production costs and longer development timelines to meet our standards. Another challenge is balancing rapid growth with maintaining our brand’s authenticity and community-first approach—ensuring that our expansion doesn’t dilute our connection with our Milk Fam. Finally, responding to the industry’s evolving expectations around sustainability and inclusivity requires continuous innovation, which is exciting but demands agility and significant investment. These challenges push us to stay focused on delivering meaningful, impactful products without compromising our values.
How would you analyse the beauty industry as a whole today and where it is heading?
The beauty industry is undergoing significant transformation, driven by a deeper understanding of individuality and inclusivity. As we move forward, I envision a beauty landscape that celebrates diverse expressions, transcending traditional norms and embracing unique identities. Sustainability will be at the forefront, with consumers increasingly demanding products that are not only effective but also environmentally responsible. Technology will continue to shape our beauty routines, offering personalised solutions through innovative applications and AI-driven recommendations. Ultimately, beauty will become more about authenticity and self-empowerment, allowing individuals to define and express their own standards of beauty without the constraints of conventional ideals.
How does Milk use brand ambassadors to support its growth?
At Milk Makeup, community is at the heart of everything we do and our Milk Fam has been with us every step of the way. Whether it’s by sending them mailers, hosting events, or partnering on a paid capacity, we always ensure we are engaging with true brand champions to support our community-first strategy.
For example, it was our engaged Milk Fam that sparked the virality of our Cooling Water Jelly Tint earlier this year. This was in part due to our strong product seeding strategy and paid partnerships with key content creators; however, most of the buzz around the launch came organically from our highly engaged community. This level of success is something we’ve never seen before and we owe it all to our Milk Fam.
