Milk Makeup announced the next step in its cultural strategy: deepening its presence in music by creating authentic touchpoints with artists who embody fearless self-expression.
Music is a long-established vehicle for driving aesthetic trends in popular culture. Take the bleached brows trend that many artists and public personalities rocked this year, for instance. This bold statement used the apparent absence of brows in the context of a beauty landscape where brow trends are a prominent component of self-expression.
The way music videos are aesthetically designed also play a role in bolstering specific looks within genres and subcultures, while those of us riding the mainstream pay court to whatever today's pop princess deems is in vogue.
Milk Makeup and Music
Building on its recent collaborations with Jessie Reyez and St. Vincent, Milk Makeup continues to connect beauty and culture in a way that's rooted to the core of the brand's identity.
Recently, Milk Makeup got behind-the-scenes footage with Cardi B at Milk Studios in Los Angeles in anticipation of the star's first album release in seven years. The collab included a "get ready with me" video and an exclusive tour of shoot footage to emphasize how the look and feel of beauty are integral to how we experience and remember pivotal cultural moments.
"Milk Makeup is a brand rooted in culture and community," says 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," says 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."
