Born out of Milk Studios, the creative hub in downtown New York City where artists and creatives have long gathered, Milk Makeup has always stood apart from the sea of basic beauty brands. Since launching in 2016, it’s built a loyal following with makeup that’s practical and playful—from complexion products to novelty launches that don’t take themselves too seriously. After all, this is the brand behind a jelly blush that leaves your cheeks looking naturally flushed, a brow gel that gives sparse arches a little extra life and a tattoo stamp that transported me back to the beauty YouTube era of the 2010s.
To find out which products are actually worth the hype, I pressed pause on my usual makeup routine and swapped my everyday favorites for Milk Makeup for an entire week. I tested some of the brand’s biggest best sellers alongside a few nostalgic picks from its Throwback Collection to see what earned a permanent spot in my makeup bag—and what didn’t. Here’s what made the cut.











