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?
Milk Makeup is the brainchild of Mazdack Rassi, co-founder of Milk Studios - a photography agency in New York - and his wife E! News Correspondent Zanna Roberts Rassi.
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 [£13, Cult Beauty]
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 [£23, Cult Beauty]
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 [£34, Cult Beauty]
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 [£22, Cult Beauty]
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 [£24, Cult Beauty]
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 [£36, Cult Beauty]
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.
