Glossier is all about straight to the point products. Starting off as the beauty blog Into The Gloss and eventually being formulated into a full blown beauty brand by innovator Emily Weiss, Glossier believes in skincare as beauty. The company breaks down their products into phases. Phase 1 includes their Milky Jelly Cleanser, Priming Moisturizer, Balm Dotcom and Perfecting skin tint. This phase leaves the skin feeling moisturized and looking marvelous. Glossier advertises that all you need is your finger tips and the natural products across your clean, beautiful face.
But Glossier doesn’t only have skincare. Phase 2 consists of 3 different products: Generation G lipstick, Stretch concealer, and Boy Brow. With these three steps, your skin is concealed, lips are tinted, and brows are made bountiful. These three makeup products are perfect for the person who doesn’t want many bells-and-whistles in their beauty routine
Milk Makeup, though still focused on minimalism and good wholesome ingredients, has more “out there” products. The brand focuses less on sticking to just the basics and more on making product that to combine regular maintenance and high function. Milk Makeup fixates on creating innovative products using pure ingredients and playful packaging.
Milk Makeup is known for their Milk Melt Technology, which includes a unique blend of coconut waxes. This technology can be found in the majority of their products, ranging from eyewear to lipsticks. It leaves a smooth texture on the surface by only using the fingertips in one simple application. The brand dedicates itself to using the most natural ingredients possible, including fruit and vegetable butters, oils, and few preservatives.
Milk has some intriguing products, starting with a holographic highlighting stick meant to leave your skin with a touch of silvery, rainbow sheen. The highlighting stick uses Milk Melt Technology as well and stands one of their best sellers; it is reviewed highly by powerhouse beauty influencers like Birchbox. This product--infused with mango butter, peach nectar, and avocado oil--is intended to hydrate the skin. Next, the Weekend Lash Stain is perfect for those headed out for long adventure: this waterproof lash stain supposed to last two days using Vitamin B5 to condition and keep lashes soft. Finally, Milk’s Eye Vinyl is a shadow in nude and black meant to add high shine to the lids for a glossy 90’s look.
In a material world, it is refreshing to have brands that support “bare-to-the-bones” beauty and skincare. Milk Makeup and Glossier are just the beginning of minimalist makeup trend.