This new launch has generated Cult Beauty’s biggest ever waitlist

If you haven’t already heard the name Milk Makeup, prepare to get very familiar. The beauty line has already built up a dedicated following in the US, and now, as of this month, it has finally arrived on UK shores.

Not only is it here, but it’s in major demand – in fact, it’s generated UK stockist Cult Beauty‘s biggest ever brand waitlist of more than 17,000 eager fans wanting to snap up their inclusive range.

Why all of the fuss? Milk Makeup ticks many customers’ major boxes: it’s cruelty-free, paraben-free, and vegan. Offering skincare alongside purchases like highlighter, foundation and bronzer, its packaging (mostly tubes and sticks) is effortlessly cool, but also designed to produce minimal waste and 100% recyclable.

Simply put, it’s a brand that both looks good and does good.

Milk Makeup
Milk Makeup

Its popularity here has already been proven with its first ever pop-up in London’s Covent Garden, where hundreds queued around the block to pick up their favourite pieces from the collection, with 4,575 shoppers passing through its doors in just two days.

Milk Makeup co-founder & CEO, Mazdack Rassi said: ‘The response in the UK for the launch of Milk Makeup has been incredible and beyond our expectations. At the Covent Garden pop up shop we witnessed a new generation of beauty enthusiasts who loved our brand and most importantly what it stands for – self-expression and creativity.’

So, are you ready to join them?

3 Milk Makeup bestsellers to try now

Kush High Volume Mascara

Milk Makeup Kush High Volume Mascara, £20.50, Cult Beauty

An award-winning formula that has a smooth, clump-free texture and added conditioning oil to nourish your natural lashes too.

Cooling Water

Milk Makeup Cooling Water, £20.50

This stick serum is the equivalent of coffee for your skin – rub its cooling technology all over your face for hydrating and cell-energising properties to help awaken, freshen and depuff.

Watermelon Brightening Serum

Milk Makeup Watermelon Brightening Serum, £32.50, Cult Beauty

Twist up and sweep on to allow a trio of watermelon extract, hyaluronic acid and Swiss garden cress sprout extract to hydrate skin, even out your complexion and enhance radiance.