Milk Makeup has landed in India to find more beauty inspiration
Subscribe to enjoy similar stories. The popular American beauty brand Milk Makeup has entered India, launching exclusively at multi-retailer Sephora. Conceived in Milk Studios, a photography and film studio in the city of New York in 2016, the brand has a a cult following, especially because of its fun packaging and user-friendly formulae.
In an interview with Lounge, Mazdack Rassi, co-founder of the make-up and photography and film company, talks about the brand's India plans and the changing beauty customer. Edited excerpts: We listen to our community; it is very vocal about what market they want us to go next. We also saw that many people were buying our make up when travelling to New York or Europe.
So we realised that this would be a great market for us. We are a New York City-born-and-raised brand, we do products for diverse cultures because our city is so diverse and our community that we built around Milk is so diverse. There's such a rich history and culture here in India.
We thought that it would be a great fit for our point of view around beauty and products. Also because Sephora is here; it's an incredible global partner for us. The Milk community is not so much a demographic, but a psychographic.
It's a kind of person—usually city-based—quick, fast, they work, they go out afterwards to meet their friends, and have 10 minutes to do their make up, usually in the back of a taxi cab. We feel like the fast pace of Mumbai and New Delhi is perfect for us. We are a New York City brand, we share the same energy of the big city.
There's a lot of synergy between the Mumbai and the Delhi girl and the New York City girl. Influencer marketing has been a staple of how we communicate. We were very early in the US to be part
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