Milk Makeup Revamps Decade-Old Formula with New Sticks Collection
Milk Makeup is relaunching its cult-favorite Sticks lineup with new formulas and packaging, along with a new lip innovation called Line + Fill
Milk Makeup is celebrating its 10-year anniversary by reinventing its brand and products. The company is going back to its roots, emphasizing its editorial aesthetic and on-the-go philosophy. This approach is reflected in its biggest drop of the year, which includes a complete relaunch of the brand's hero Sticks collection and the introduction of Line + Fill, a new lip innovation.
Introduction to the New Launch
The new Sticks collection and Line + Fill are designed to meet the needs of modern makeup fans. Line + Fill combines the precision of a liner with the payoff of a lipstick, and is available in ten versatile shades. The product is formulated to be creamy and matte, with ingredients such as ceramides, aloe vera, raspberry seed oil, and avocado oil that work to keep lips hydrated. The rest of the Stick lineup has also been upgraded, with a formula that hydrates as much as it colors.
Key Features of the New Sticks Collection
The reintroduced range includes a bronzing stick, a cool-toned contour stick, a multitasking lip-and-cheek stick, and a new blurred-finish counterpart, as well as a glow-focused highlighter stick. The products are designed to be high-performing and built for busy schedules. The size of the Sticks has increased from 6 grams to 8 grams per Stick, which is 33% more product. The bullet is now dome-shaped, allowing for a smoother and more controlled swipe.
Comparison of Old and New Sticks
| Feature | Old Sticks | New Sticks |
|---|---|---|
| Size | 6 grams | 8 grams |
| Bullet shape | Flat | Dome-shaped |
| Closure | No click closure | Click closure |
| Formula | Less pigmented | More pigmented, with added ingredients |
| Shades | 24 | 32 |
On the Brand's Evolution
Milk Makeup was born out of a need for products that could keep up with busy lives. The brand's philosophy has remained the same, but its execution has evolved to meet the needs of a customer who is busier and more discerning than they were a decade ago. The Stick relaunch is proof of this evolution, with the same DNA and one-handed, back-of-the-cab ethos, but leveled up. Milk Makeup is for people who like to get things done, who love makeup but aren't giving it 20 minutes in front of a mirror. The brand's products are designed to be instinctive, in motion, and for the creative hustler who exists everywhere.
