#USA #Los Angeles #Milk Makeup #Cardi B #Jessie Reyez

Milk Makeup's Cultural Expansion into Music and Art

In the rapidly evolving landscape of beauty and culture, Milk Makeup stands out as a trailblazer, consistently intertwining its brand with the vibrant world of music. The award-winning beauty brand has recently taken a significant stride in enhancing its cultural strategy by focusing on authentic engagements with artists who embody fearless self-expression. This journey reflects Milk's dedication to connecting beauty with culture in an organic manner, true to its core essence.

Recently, Milk Makeup collaborated with the multifaceted artist Cardi B, aiming to capture unfiltered behind-the-scenes moments at Milk Studios in Los Angeles as she gears up for her much-anticipated album launch, her first in seven years. This collaboration centered around a unique Get Ready With Me (GRWM) video, providing an exclusive peek into the artist's preparations for her return, alongside captivating tour shoot content. The collaboration represents a strategic move to illustrate how beauty can enhance artistry during pivotal moments in culture.

Mazdack Rassi, Co-Founder of Milk Makeup, commented on this collaboration, stating, "Milk Makeup is a brand rooted in culture and community. We lead with innovation while maintaining authenticity in everything we do. Cardi B is unapologetically herself — bold, playful, and impossible to ignore. She's our powerhouse partner that Lives Her Look."

Kristina Windham, Executive Brand Advisor for Milk Makeup, further articulated that working with Cardi B reflects the brand's commitment to shaping culture by celebrating authentic women. This partnership signifies a broader strategy of anchoring in cultural moments that maintain Milk's connection to its creative roots, amplifying fearless voices across music and beyond.

At its core, this initiative underscores Milk Makeup's vision to honor creativity, where the realms of beauty, music, and culture converge effortlessly. By anchoring their presence in genuine cultural moments, the brand ensures it remains deeply connected to the diverse communities and voices that define the contemporary landscape.

To achieve Cardi's radiant look, the makeup artist Erika La' Pearl chose to utilize the Hydro Grip Gel Skin Tint in shade nine. This product, enriched with triple-powered hyaluronic acid and niacinamide in a light gel base, offers buildable coverage that guarantees a radiant, flawless complexion for up to twelve hours. Notably, the final look also featured fan favorites like the Hydro Grip Primer and Hydro Grip Set + Refresh Spray, showcasing the enduring allure of Cardi's glow both on stage and on-screen.

Milk Makeup’s Hydro Grip Gel Skin Tint is available in 15 flexible shades that cater to various skin types and needs, retailing for $38 at major retailers including Ulta, Amazon, and on MilkMakeup.com.

About Milk Makeup

Founded out of Milk Studios, a creative haven in downtown New York City, Milk Makeup centers around community and self-expression. Its core philosophy prioritizes creativity as the driving force behind innovation, constantly pushing creative boundaries to introduce products that users never knew they needed. All items are clean, vegan, and cruelty-free, adhering to the highest standards to ensure quality and performance.

Milk's overarching mission is to unlock individual creativity, embracing the philosophy that beauty transcends mere makeup application. It’s about what one does in makeup and how one embodies their unique style — the essence of Living Your Look.

About Waldencast PLC

Waldencast PLC is dedicated to establishing a global platform for exceptional beauty and wellness brands. The organization's vision is based on a brand-led model that promotes customer resonance, operational agility, and rapid responsiveness to market changes—all while preserving each brand's distinct identity. By combining entities like Obagi Medical and Milk Makeup, Waldencast aims to leverage scale and bring a dynamic approach to beauty, ensuring brands like Milk Makeup thrive in an ever-competitive market landscape.

This collaboration with Cardi B, alongside various cultural initiatives, exemplifies Milk Makeup's ongoing efforts to remain at the forefront of beauty and culture, driving conversations that resonate deeply within society's fabric.