With its clean, cruelty-free formulas, Milk Makeup (opens in new tab) 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 (opens in new tab)benefits. Having created the first-ever solid serum (opens in new tab) 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?
Milk Makeup is the brainchild of Mazdack Rassi (opens in new tab), co-founder of Milk Studios - a photography agency in New York - and his wife E! News Correspondent Zanna Roberts Rassi (opens in new tab).
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...
Milk Makeup Kush High Volume Mascara, $24 (opens in new tab)[£13, Cult Beauty (opens in new tab)]
Milk Makeup Kush High Volume Mascara, $24 (opens in new tab) [£13, Cult Beauty (opens in new tab)]
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.
Milk Makeup Lip + Cheek, $28 (opens in new tab) [£23, Cult Beauty (opens in new tab)]
Milk Makeup Lip + Cheek, $28 (opens in new tab) [£23, Cult Beauty (opens in new tab)]
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.
Milk Makeup Watermelon Brightening Serum, $36 (opens in new tab) [£34, Cult Beauty (opens in new tab)]
Milk Makeup Watermelon Brightening Serum, $36 (opens in new tab) [£34, Cult Beauty (opens in new tab)]
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.
Milk Makeup Matcha Toner, $28 (opens in new tab) [£22, Cult Beauty (opens in new tab)]
Milk Makeup Matcha Toner, $28 (opens in new tab)[£22, Cult Beauty (opens in new tab)]
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.
Milk Makeup Hydrating Face Mask, $26 (opens in new tab)[£24, Cult Beauty (opens in new tab)]
Milk Makeup Hydrating Face Mask, $26 (opens in new tab) [£24, Cult Beauty (opens in new tab)]
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.
Milk Makeup Blur Liquid Matte Foundation, $40 (opens in new tab) [£36, Cult Beauty (opens in new tab)]
Milk Makeup Blur Liquid Matte Foundation, $40 (opens in new tab) [£36, Cult Beauty (opens in new tab)]
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.