Beauty-lovers Made a Late Night Run to the Milk-Mart

To celebrate a decade of clean beauty innovation, Milk Makeup invited friends of the brand to a bodega-inspired bash that perfectly captured the eclectic, anything-goes spirit of the community-driven line, born from Milk Studios in Manhattan. The party, hosted at WSA, also marked the official launch of the Hydro Grip Gel Concealer—the latest addition to its viral Hydro Grip franchise.

Hosted by founders Mazdack Rassi and Zanna Roberts Rassi, the fete kicked off with a DJ set by YA GIRL ASH as guests including Justin Theroux, Mario Sorrenti, June Ambrose, and Jenna Lyons caught up over nostalgia-inspired bites. On the menu: pepperoni Lunchables, avo toast bites, caviar-topped chicken nuggets, and pigs in a blanket. (“I just love a pig in a blanket,” RHONY star and fashion plate Lyons whispered to Vogue.) Diner-style tables scattered with Milk-branded ketchup and mustard bottles, napkins, and placemats as well as beauty products heightened the immersive experience, blurring the line between corner store and cool-girl-approved makeup gondolas.

Throughout the space, makeup artists were stationed in booths and banquettes, offering shade-matching sessions so that guests could test the new gel-to-cream concealer and find their perfect hue. Once confirmed, attendees received custom takeout slips noting their shade which they could redeem at the end of the night; a clever nod to New York’s beloved diner and bodega culture. Elsewhere, classic soda and energy drink coolers were reimagined as a take-what-you-please “Milk-Mart”—with fridges stocked not with beverages, but with product and aluminum water bottles behind glass doors.

The event culminated with a performance by vocalist Noga Erez that switched the party gears into club mode, aided by dancing and dirty martinis. The night was all about playfulness and performance; designed to show how the best beauty products move at the speed of real life. That vibe is central to how Roberts Rassi defines the brand’s appeal. Milk, she said, is made for people who need their makeup to work as hard as they do. “Our crowd is multitasking, discerning—and cool as f*ck,” she told Vogue with a smile.