Beauty

Everything you need to know about the UK launch of cult beauty brand Milk Makeup

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Lucy Partington and Anita Bhagwandas
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Already a huge hit in the US, Milk is vegan, Instagram-friendly and the products really work. 

The rumour mill has been swirling for a few months now, but we’ve finally had confirmation that the much-loved US brand Milk Makeup is finally making its way to UK shores and will be available to buy on Cult Beauty at the end of this month.

If you haven’t heard of Milk then we need to get you up to scratch – pronto. It launched almost three years ago in February 2016 and quickly gained cult status. It was co-founded by Zanna Roberts Rassi, a British fashion editor who’s worked on a number of UK titles, and is now editor-at-large at Marie Claire US.

The brand is entirely vegan and uses ingredients that are both paraben-free and cruelty free, and it’s already a huge hit with beauty junkies in the UK – who, until now, could only get their hands on it in Sephora when they travelled across the pond.

Known for its cool girl aesthetic, hero products include CBD oil-infused Kush mascara and Holographic Highlighting Powder, both of which get full approval from the Stylist beauty team. We also had the chance to speak to Roberts Rassi ahead of the UK launch – here are the five products she’d recommend adding straight to your basket…

Blur Liquid Matte Foundation, £34

“This gives great coverage without heavy silicones. Make sure you shake it well before applying to activate the blurring microspheres. It comes in 24 shades and I personally use it with a moisturiser on my body too.”

Watermelon Brightening Serum, £32.50

“We use watermelon fruit extract in this stick serum – athletes drink watermelon juice instead of water as it’s more hydrating. Like all our products, it’s free from toxins and parabens.”

Flex Concealer, £23.75

“This is the most elastic concealer you will ever find – it literally moves with your face thanks to the marshmallow root powder, which gives it a springy effect just like marshmallows. It really cools and calms, and comes in 16 shades.”

Kush High Volume Mascara, £20.50

“I wanted a vegan mascara but because we couldn’t use beeswax we used CBD oil extract. The CBD oil was an incredible binding agent and has amazing nutritive benefits. The mascara gives your lashes 15 times more volume.”

Blur + Set Matte Loose Setting Powder, £25.50

“This comes in three shades and uses corn starch and mica instead of talc so there’s no flashback in pictures. It’s 31% lighter than all other powders on the market.”

Milk launches 28 January on Cult Beauty (cultbeauty.co.uk). The Milk pop-up shop is open 26-27 January at 6a Langley Street, London, WC2H

Images: courtesy of Milk Makeup

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