MILK Makeup
MILK Makeup is a New York-based clean beauty brand developing vegan, cruelty-free makeup and skincare products — including its award-winning Hydro Grip line and signature Milk Sticks — sold direct-to-consumer and through Sephora, Ulta Beauty, Amazon, and Sephora Europe.
- Company typePrivate
- Founded2016
- HeadquartersNew York, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What MILK Makeup does
Milk Makeup is a New York-based clean beauty brand founded in 2016 that develops, markets, and sells vegan, cruelty-free makeup and skincare products across a portfolio centered on innovative stick-format cosmetics (Milk Sticks) and the award-winning Hydro Grip complexion line. Core proprietary technologies include Triluronic Acid (a tri-molecular-weight hyaluronic acid complex), Blue Agave Extract as a natural makeup-gripping agent, pH-adaptive Bubble Technology (pHreeze), and a dual-phase shake-to-activate setting spray system; the brand excludes more than 2,500 ingredients from its formulations. Products are priced between $14 and $52 and span primers, skin tints, concealers, blushes, bronzers, highlighters, mascaras, brow products, lip oils, and skincare serums.
The business operates a hybrid direct-to-consumer and wholesale model, with revenue generated through milkmakeup.com e-commerce, a Subscribe & Save subscription offering (10% discount on 1-5 month intervals), and distribution across Sephora (primary retail partner historically), Ulta Beauty (600+ doors launched spring 2025), Amazon Premium Beauty, SpaceNK, Sephora at Kohl's, and Sephora Europe across 15+ countries. Customer segments include clean beauty consumers, time-poor/on-the-go users, and active-lifestyle consumers seeking long-wear, non-comedogenic, dermatologist-tested formulations. Brand-building is driven by social media (Instagram, TikTok, YouTube, Facebook), influencer marketing, celebrity collaborations (Cardi B), and community initiatives such as the WME Fashion Incubator program.
Milk Makeup is a wholly-owned brand subsidiary of Waldencast plc (NASDAQ: WALD), a publicly traded beauty platform. Waldencast completed a $460 million divestiture of its Obagi Medical segment in February 2026, refocusing the parent on Milk Makeup as its sole operating brand. Headcount sits at 51-100 employees, and the brand has accumulated over $132.1 million in impairment charges in H1 2025 reflecting declining revenue (FY2025 down 11.4% with Q3 2025 down 20.1% to $25.2 million), indicating execution and demand challenges despite the Ulta Beauty expansion and 2026 product refresh initiatives.
MILK Makeup firmographics
Firmographics- Name
- MILK Makeup
- Legal name
- Milk Makeup
- Website
- https://milkmakeup.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- MILK Makeup is a New York-based clean beauty brand developing vegan, cruelty-free makeup and skincare products — including its award-winning Hydro Grip line and signature Milk Sticks — sold direct-to-consumer and through Sephora, Ulta Beauty, Amazon, and Sephora Europe.
- Ownership category
- akta.pro rank
MILK Makeup industry classification
Industry- Product category
- Clean Beauty Cosmetics
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics) (CRABACAJ)
- akta.pro secondary industries
- Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA), Lip Makeup (Lipstick, Lip Gloss, Lip Liner, Lip Stain, Lip Balm-Tint) (CRABACAC), Facial Skincare (Cleansers, Toners, Moisturizers) (CRABAAAA)
Keywords
Where MILK Makeup is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
MILK Makeup business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Technology or R&D, Infrastructure
Revenue model
- Direct Product Sales: Primary revenue stream from direct-to-consumer sales of vegan, cruelty-free makeup and skincare products through milkmakeup.com and retail partners including Sephora, Ulta Beauty, Amazon, and SpaceNK. Products are sold at various price points ranging from $14-$52.
- Subscription (Subscribe & Save): Recharge-powered subscription model offering 10% discount on regular orders with automatic delivery on customer's chosen schedule (1-5 month intervals).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing across product categories |
Go-to-market motion3 records
Distribution channels7 records
Marketing channels9 records
MILK Makeup product offering
Product offeringCore offering
MILK Makeup develops, manufactures, and sells vegan, cruelty-free makeup and skincare products formulated with skincare ingredients such as hyaluronic acid, ceramides, vegan collagen, blue agave extract, and niacinamide. The product line centers on innovative stick-format cosmetics and the award-winning Hydro Grip complexion collection, with retail pricing between $14 and $52 and direct distribution through milkmakeup.com and major beauty retailers.
Product overview
Milk Makeup is a clean beauty brand offering a comprehensive portfolio of vegan, cruelty-free makeup and skincare products. The product line centers on innovative stick-format cosmetics (Milk Sticks) and the award-winning Hydro Grip Collection. Key product families include: Hydro Grip (primers, skin tints, concealers, setting sprays providing 12-hour wear); New Generation Milk Sticks (Lip + Cheek Blur, Lip + Cheek, Quick Sculpt, Matte Bronzer, High Light, Line + Fill with 8-hour staying power); KUSH Collection (mascaras, brow products, lip oils); Pore Eclipse (mattifying primers and setting products); Bionic Collection (collagen-infused liquid makeup); and Cooling Water line (jelly-formula tints and serums). Products are formulated clean with hyaluronic acid, ceramides, vegan collagen, and plant-based ingredients. The brand emphasizes multi-functional, easy-to-use stick formats designed for on-the-go application with buildable coverage and skincare benefits.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- 100% say product provides even color payoff in one swipe (Lip + Cheek Blur consumer study)
- +4 more outcomes
Companies that use MILK Makeup
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
MILK Makeup technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
MILK Makeup partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor, core and flagship.
- WME FashionminorWME Fashion partnership with Milk Makeup for third cycle of Fashion Incubator program, a professional development initiative. Selected mentees gain hands-on experience through photo shoot at Milk Makeup's SoHo headquarters, executing hair, makeup, wardrobe styling, photography, and management tasks. Program runs September through November in New York City.
- Paula's ChoiceminorPaula's Choice Paris pop-up collaboration included Milk Makeup presence for joint skincare and makeup corner experience. American skincare brand Paula's Choice opened free pop-up at 18 rue de Turenne in Paris's 4th arrondissement, featuring skin diagnostics and interactive experiences.
- DMI SolutionscoreDMI Solutions appointed Dianna Ruth, co-founder of Milk Makeup, as Chief Innovation Officer to lead innovation strategy across beauty, personal care, and wellness. This appointment reflects the evolving role of manufacturing partners like DMI Solutions, which now provide strategic guidance and integrated support beyond product execution.
- Cardi BflagshipMusic collaboration with Cardi B capturing behind-the-scenes content at Milk Studios in Los Angeles ahead of her first album release in seven years. Partnership included GRWM video and exclusive tour shoot content, with makeup artist Erika La' Pearl using Milk Makeup's Hydro Grip Gel Skin Tint for Cardi's looks.
- Ulta BeautycoreMilk Makeup announced launch in over 600 Ulta Beauty stores nationwide and on Ulta.com in Spring 2025, making award-winning products including Hydro Grip Primer and Cooling Water Jelly Tint available to Ulta Beauty's millions of customers with full assortment of 150+ products priced $20-$52.
Scale indicators6 records
Recent moves7 records
Expansion highlights5 records
MILK Makeup competitors and assessment
Company assessmentDirect peers
- Glossier: Direct clean beauty competitor with similar DTC-plus-retail model, millennial/Gen Z target consumer, and minimalist brand aesthetic. Both brands sell skincare-makeup hybrids at similar price points and have navigated the same clean beauty fashion-cycle headwinds.
- Rare Beauty: Direct competitor in the prestige/celebrity-led clean beauty space with strong Sephora/Ulta distribution. Both compete for the same on-the-go consumer with multi-functional stick and complexion products.
- Kosas: Direct clean beauty peer focused on skincare-infused color cosmetics with similar clean ingredient positioning. Both compete in the Sephora channel and target consumers seeking hybrid skincare-makeup products at similar price points.
- Tower 28 Beauty: Direct clean beauty competitor focused on sensitive-skin and non-comedogenic formulations. Both brands sell at Sephora and target consumers seeking gentle, clean makeup with skin benefits.
- Fenty Beauty: Direct peer in the inclusive shade-range and high-performance color cosmetics space, sold at Sephora and Ulta. Both compete for the same trend-driven consumer with broad demographic reach and inclusive product lines.
- ILIA Beauty: Direct clean beauty peer with strong skincare-infused positioning and Sephora/Ulta distribution. Both brands compete on the clean-plus-performance intersection with similar price points ($20-$50).
Broad incumbents
- Charlotte Tilbury: Established global prestige beauty brand with broad Sephora distribution and stick-format complexion products. Comparable product architecture (multi-functional complexion sticks) at slightly higher price points; serves as a benchmark for international prestige beauty expansion.
- Pat McGrath Labs: Established luxury color cosmetics brand with Sephora distribution. Compares on the high-performance artistry positioning and prestige retail footprint, though at significantly higher price points.
- Drunk Elephant: Established clean beauty brand (now owned by LVMH) with Sephora distribution. Comparable clean/vegan ingredient positioning and similar Sephora/Ulta placement, though more skewed toward skincare than color cosmetics.
Emerging players
- Tatcha: Skincare-anchored brand with growing color cosmetics line.Comparable hybridization strategy (skincare benefits + cosmetics) and similar clean-leaning positioning; owned by Unilever, providing scale comparison.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
MILK Makeup social profiles
Digital presenceMILK Makeup financial estimates
Financial estimateRevenue estimate
Valuation estimate
MILK Makeup leadership team
Management profileNumber of profiles
Profiles7 records
MILK Makeup funding detail
Funding detailFunding overview
Funding rounds2 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MILK Makeup M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MILK Makeup
What does MILK Makeup do?
MILK Makeup develops, manufactures, and sells vegan, cruelty-free makeup and skincare products formulated with skincare ingredients such as hyaluronic acid, ceramides, vegan collagen, blue agave extract, and niacinamide. The product line centers on innovative stick-format cosmetics and the award-winning Hydro Grip complexion collection, with retail pricing between $14 and $52 and direct distribution through milkmakeup.com and major beauty retailers.
Is MILK Makeup a public or private company?
MILK Makeup is a private company. It is currently operating.
When was MILK Makeup founded?
MILK Makeup was founded in 2016. It employs 51 to 100 people.
Where is MILK Makeup based?
MILK Makeup is headquartered in New York, United States, in the North America region.
How does MILK Makeup make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are subscription (Subscribe & Save).
Who are MILK Makeup's main competitors?
Direct peers on record are Glossier, Rare Beauty, Kosas, Tower 28 Beauty, Fenty Beauty and ILIA Beauty. Broad incumbents are Charlotte Tilbury, Pat McGrath Labs and Drunk Elephant. Tatcha is listed as an emerging player.
Does MILK Makeup have an API?
No public API is recorded for MILK Makeup.
What industry is MILK Makeup in?
MILK Makeup's product category is Clean Beauty Cosmetics. Its primary akta.pro industry code is CRABACAJ, Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics), with a secondary code of CRABACAA, Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter). Its NAICS code is 45612 and its SIC code is 2844.