Milk Makeup Extends Its Roots in Music and Culture

The award-winning beauty brand continues to show up authentically in music, with behind-the-scenes moments featuring Cardi B as part of a growing cultural strategy.

NEW YORK, Oct. 16, 2025 /PRNewswire/ -- Milk Makeup today announced the next step in its cultural strategy: deepening its presence in music by creating authentic touchpoints with artists who embody fearless self-expression. Building on recent collaborations with Jessie Reyez and St. Vincent, Milk continues to connect beauty and culture in ways that feel organic and rooted in the brand's DNA.

Most recently, Milk captured behind-the-scenes content with Cardi B at Milk Studios in Los Angeles, as the artist prepared for her highly anticipated album release — her first in seven years. The collaboration centered on a GRWM (Get Ready With Me) video and exclusive tour shoot content, highlighting how the look and feel of beauty can amplify artistry at pivotal cultural moments.

"Milk Makeup is a brand rooted in culture and community," said Mazdack Rassi, Co-Founder of Milk Makeup. "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."

"Working with Cardi B reflects Milk's commitment to shaping culture by celebrating women who lead with authenticity," said Kristina Windham, Executive Brand Advisor for Milk Makeup. "This collaboration is also a step toward our larger strategy of anchoring in cultural moments that keep Milk connected to its creative roots while amplifying fearless voices across music and beyond."

This moment underscores Milk Makeup's broader vision of celebrating creativity where beauty, music, and culture collide. By anchoring in real cultural moments, the brand keeps itself connected to the communities and voices that shape today's landscape.

To create Cardi's luminous look, makeup artist Erika La' Pearl turned to Hydro Grip Gel Skin Tint in shade nine to achieve a radiant, flawless complexion. Packed with triple-powered hyaluronic acid and niacinamide in a weightless gel base, the formula delivers buildable coverage with a natural dewy finish that lasts up to 12 hours. The final look incorporated fan favorites Hydro Grip Primer and Hydro Grip Set + Refresh Spray, underscoring the staying power of Cardi's glow both on stage and on screen.

Milk Makeup Hydro Grip Gel Skin Tint is available in 15 flexible shades that stand up to your daily grind. It retails for $38 at Ulta, Amazon, and MilkMakeup.com.

ABOUT MILK MAKEUP
Born out of Milk Studios, a creative hub in downtown New York City, community and self-expression is at the heart of everything we do.

At Milk Makeup, creativity is the driver of innovation. We constantly challenge ourselves to raise the bar to create products you never knew you needed. Clean, vegan, cruelty-free, everything is made with the highest standards and designed to work as hard as you do.

Our mission is to unlock your creativity — no matter who you are, what you do, or where you live. We believe beauty isn't about how you wear your makeup, it's what you do in it and how you Live Your Look that matters.

ABOUT WALDENCAST PLC
Founded by Michel Brousset and Hind Sebti, Waldencast's ambition is to build a global best-in-class beauty and wellness operating platform by developing, acquiring, accelerating, and scaling conscious, high-growth purpose-driven brands. Waldencast's vision is fundamentally underpinned by its brand-led business model that ensures proximity to its customers, business agility, and market responsiveness, while maintaining each brand's distinct DNA. The first step in realizing its vision was the business combination with Obagi Medical and Milk Makeup. As part of the Waldencast platform, its brands will benefit from the operational scale of a multi-brand platform; the expertise in managing global beauty brands at scale; a balanced portfolio to mitigate category fluctuations; asset light efficiency; and the market responsiveness and speed of entrepreneurial indie brands. For more information please visit: https://ir.waldencast.com/.

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SOURCE Milk Makeup