Milk Makeup has tapped US musician St. Vincent for its 2025 autumn campaign – and is the latest brand to unveil a beauty-music partnership.
The Waldencast-owned beauty business said it was inspired by the artist’s “versatility” and “expressive” energy, and aimed to inject this same ethos into its ‘Live Your Look’ campaign.
As part of the marketing collaboration, Milk Makeup released a short 26-second video on its YouTube channel which sees the musician applying various products from the brand.
"St. Vincent is the embodiment of what our mantra ‘Live Your Look’ stands for – fearless self-expression, boundless creativity, and staying true to your vision,” said Mazdack Rassi, Milk Makeup co-founder and Chief Brand Officer.
“Music has been in Milk’s DNA for nearly 30 years – since the birth of Milk Studios – and St. Vincent is a part of that legacy.
“Her partnership in this campaign bridges decades of creative energy rooted in sound, style and self-expression."
St. Vincent, the stage name of Anne Erin Clark, started her career as a member of rock choir band the Polyphonic Spree.
She launched her debut solo studio album, Marry Me, in 2007.
“The energy on set with her was collaborative and exciting,” added Senior Director of Artistry Sara Wren when describing the campaign shoot experience.
“This crew was so talented, warm and fun.
“We listened to David Bowie’s ‘Station to Station’, Doechii, and, of course, St. Vincent’s ‘Daddy’s Home’ for some of the performance shots.
“You could not ask for a better shoot.”
The news follows Beauty of Joseon naming South Korean DJ and producer Peggy Gou Global Ambassador to help accelerate its growth.
Garnier has also joined forces with DJ AG for ‘One Brighter Set’ – a three-stop activation across the UK to highlight the importance of using SPF on all skin tones.
The late Ozzy Osbourne also launched a gothic-themed make-up collection created in collaboration with Jolie Beauty in July.
Kiehl’s, Huda Beauty and Rimmel London are among the other beauty businesses tapping into music this year to solidify their brands.