Milk Makeup is an NYC-based makeup and skincare company created by the founders of Milk Studios, a famous full-service photography studio based in NY and LA. Their branding is modern and minimal with a rebellious spirit; white, gray, and transparent product packaging provides a minimal and gender-neutral appearance that allows the colors of their products to pop even more. Their demographic is described as low-maintenance Millennial cool girls, and the vast majority of their products are cream products in a stick or tube form that allow easy, no-fuss application on the go.
Like most of Milk Makeup’s 1.3 million Instagram followers, we discovered Milk through word of mouth and social media coverage. As we explored their social media profiles further, we were impressed by their branding consistency and how well they appealed to their target demographic. They push boundaries and grab attention with their cannabis-themed products and risque captions, but they support the hype with high-quality products that result in organically-generated promotions for their products on platforms like Instagram and YouTube.
Milk Makeup knows exactly who their audience is and how to grab their attention. They’ve mastered the social media game, especially on Instagram, and have used that to their advantage, promoting products like their cannabis-infused Kush range, which became a viral sensation virtually overnight. They not only feature official promotional product photos on their platforms, but they also repost photos from influencers, makeup artists, and other followers who tag the brand. By showing support for those who purchase the products, they encourage other followers to do the same – buying products and posting photos with them in the hopes of being reposted to Milk’s page. This is mutually beneficial since it results in more sales and more exposure for Milk at no cost to them.
In an oversaturated and constantly-evolving cosmetics marketplace, Milk Makeup has managed to stay ahead of the curve and make a name for themselves right from the jump using social media marketing. Here are a few things we can learn from Milk Makeup:
From their founding in 2016, Milk has always had modern and minimal products that appeal to a contemporary audience. By maintaining strong branding, staying on top of the latest Instagram trends, and familiarizing themselves with their audience’s priorities as consumers, they’ve been able to make themselves a viral sensation and powerhouse beauty brand in just three short years. We’re thoroughly impressed with Milk Makeup’s social media game, and we’re inspired to try to replicate some of their magic going forward.
Stay tuned for another social shoutout next month! If there’s another brand with a killer social media game, don’t hesitate to let us know. We’d love to check them out!