With its clean, cruelty-free formulas, Milk Makeup has legions of devoted cute young things in both the US and UK.
The ease of products like the Watermelon Brightening Serum, with their 'sweep-it-on-and-smoosh-it-in-with-your-fingers' ethos only adds to the appeal.
Then there's the skincare benefits. Having created the first-ever solid serum that you literally twist-up and sweep around your face, Milk Makeup set out its stable for fuss-free application and buzzy ingredients like CBD and matcha.
Bonus: the travel-friendly and spill-proof packaging that makes a 10-step Korean skincare routine on the subway a cinch.
Who owns Milk Makeup?
What are the best Milk Makeup products?
There are 44 products in total to shop - we've narrowed your beauty haul down to these bestsellers...
Meet the first-ever mascara to contain cannabis oil to condition lashes. The heart-shaped fibres on the brush, push up and fan out lashes for the prettiest flutter.
Beauty editors love to keep this in their purse for Fashion Week, as a quick swipe in the back of a cab delivers a slick of hydrating colour for both cheeks and lips.
The watermelon extract floods skin with hydration while a cocktail of vitamins wards off pollutants, making this a must-have if you live in a city.
Forget cotton pads - simply work the witch hazel and matcha tea formula around your face and watch the Hulk-ish hue turn clear, your pores tighten and any redness disappear.
Up all night? Re-boot tired, parched skin with glycerin and hemp-derived cannabis seed oil, which together help with moisture retention over time. The only caveat? Own it on Insta.
Give enlarged pores the heave-ho with this clever foundation. Powder-filled spheres blur away fine lines and other imperfections, at least for a few hours.
Do sexual positions and emotional investment equal intimacy?
Is a combo of sexual positions and emotional investment the key to real intimacy?
By My Imperfect Life •
Shows like Bling Empire: what to watch if you loved the Netflix hit
In search of binge-worthy shows like Bling Empire? We can help!
By Sagal Mohammed •
John Lewis’ beauty recycling scheme gives customers £10 vouchers
All you need is five empty beauty products!
By Naomi Jamieson •
Pixi Beauty Balm review: how good is this pigment packed BB cream?
Here's everything you need to know about this longwear BB cream that offers long term skincare benefits
By Amerley Ollennu •
Best eyeliner for beginners: 5 tried and tested picks anyone can use
Looking for the best eyeliner for beginners? From liquid to kohl and gel, these are our top picks
By Lucy Partington •
Revolution just dropped a new Friends collection at Ulta (including Joey's famous lipstick)
The third Friends-inspired line is available now at Ulta Beauty – and everything is under $20
By Lucy Abbersteen •
All the red carpet beauty secrets you never knew from an A-List makeup artist
Kay Montano shares the red carpet makeup secrets she's used on stars like Margot Robbie and Thandie Newton.
By Fiona Embleton •
‘Lip wings’ is the newest make-up trend for your biggest pout yet
The 'lip wings' look will give you real-life Bratz dolls vibes
By Kudzai Chibaduki •
The Ulta 21 Days of Beauty 2021 sale is still live—here's what we're buying
The Ulta 21 days of beauty sale is here and with savings of up to 50% here are all the best products to add to basket...
By Sunil Makan •
The 90s 'Supermodel Lip' is making a huge comeback - just ask Addison Rae and Lizzo
The 90s 'supermodel lip' is enjoying a renaissance and serving up all the beauty feels from that era.
By Fiona Embleton •