Introducing the First New Breakout Makeup Line of 2016—And the 8 Products You Need to Buy From It
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When the people behind Milk—the studios, the gallery, the agency—decided to get into makeup, they didn’t spend days brainstorming about just who this “Milk girl” might be. She was already in the room—a creative type with an impactful but laid-back, semi-androgynous sort of style. For that matter, “she was every girl I know in New York,” says Georgie Greville, cofounder of the company’s new standout color collection. “It’s this idea that the less makeup you wear, the sexier you are.” Greville and her team then picked cool packaging (designed to be thrown into a bag on your way out the door) and names (That Red Tho, anyone?) to match, but the line is more than skin-deep marketing, what with its natural, eco-friendly product ingredients like lavender and coconut wax. A series of playful yet polished how-to videos featuring Instagram stars such as Emily Bador and Saada Ahmed will debut at milkmakeup.com on February 8, along with the full color range. Here, we’ve put together a first look at Greville’s own must-have essentials—because who better to debrief us on exactly which products will transform your life than the woman who dreamed them up for herself?
Photo: Courtesy of Milk1/8Milk Sunshine Oil, $38
“I start with Sunshine Oil, which is a nourishing blend of 10 pure botanical oils: avocado oil, grape oil, grapefruit oil, tangerine, lemon, mandarin orange, apricot, palmarosa, bergamot, and carrot—and all it has for a preservative is honeysuckle extract. Even someone who hates scented products will like this. It’s just really fresh, a crowd-pleaser, happiness. The name is appropriate because people get psyched about it.”
Photo: Courtesy of Milk2/8Milk Cooling Water, $24
“Cooling Water is like a shot of espresso for your eyes. It’s essentially minerals, glycerin, and caffeine in a stick. I’m a new mom and have been working late with the launch, so I’m just trying not to look like a zombie. You wipe it under your eyes and they de-puff. But actually you can use it all over—a lot of people put it on their temples or wrists, so go nuts. The caffeine increases circulation and it’s refreshing. You could not take a shower and put this on and feel pretty good.”
Photo: Courtesy of Milk3/8Milk Coverage Duo, $30
“Next, I use the Coverage Duo, which may seem intimidating, but once you get into it you think this is the answer to having the smallest coverage kit. It’s got this liquid roller ball up top, and then a marshmallow pot with a putty sort of texture that’s more for spots or building a heavier base. Both formulations have aloe and vitamins A, E, and C—C being the brightening one that promotes skin recovery. I’ll believe it! I use that mainly under my eyes.”
Photo: Courtesy of Milk4/8Milk Ubame Mascara, $24
“The Ubame Mascara is a no-brainer, just a solid, solid mascara made of ubame oak from Japan and sapphire dust for dimension. It’s kind of syrupy but really builds. I’m into a big lash and it’s good for that. The applicator is truly unique—it has three balls and acts like a roller that hits all the points of your lash and kind of curls it for you. Then you can use the top ball to tweak out the edges. It’s also got a bit of sparkle.”
Photo: Courtesy of Milk5/8Milk Blush Oil, $26
“Blush Oil is where I go next. I usually use Crave, but really all of them work on my skin because I have olive skin and can go between. This has argan oil, palm kernel oil, and coconut water. I love it because it’s so efficient. A little goes a long way so you don’t have to spend a long time getting a nice pigment on your cheeks. You rub it with your finger, and it’s done.”