The New York City-native cult brand will land for two days only in the capital’s Covent Garden district
Image via Instagram: @milkmakeup
Cult US make-up and skin care brand Milk Makeup has announced its debut arrival in the UK.
London customers will be able to visit the millennial-focused brand store, which has opened in partnership with retailer Cult Beauty, from 26 - 27 January in the capital’s Covent Garden district.
The brand stocks products for the face, lips, eyes and accessories, as well as skin care products for face and body, including its new collection of face masks designed to tackle specific skin concerns.
Meanwhile, the brand is also cruelty-free, paraben-free and suitable for vegans.
Last year, the digital-native company announced a 100% growth in online sales since it launched in 2016.
Speaking to Cosmetics Business in July, Milk Makeup’s Senior E-commerce Director, Morgan Fleming, said: “Customers expect more from their make-up products than ever before.
“They want brands that have a community, are inclusive and have an online destination that has a modern design, but are also easy to use and fulfills orders quickly.”
Online, Milk Makeup has a number of outlets to engage with its customers, such as millennial-targeted content on TV programmes, beauty resolutions and skin care routines to help protect skin in winter.
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