New York-based make-up brand Milk Make-up has arrived at Boots
The beauty klaxon has sounded, Boots fans, as a viral make-up brand from across the pond, Milk Make-up, has launched online and in-store.
Dropping on Good Friday, March 29, the make-up brand, which is beloved by the likes of Hailey Bieber, is now available to purchase at Boots.com as well as at Boots Beauty at Battersea Power Station – although the rest of us in the country won’t have to wait long as it’s going to be rolled out in stores nationwide over the summer.
Teasing the new launch on Boots’ social media earlier in the week, the brand shared a video of giant jelly jeans trickling down a staircase and landing outside Boots at Battersea Powerstation captioned: “We don’t think you’re ready for this jelly… Something NEW is coming soon, any guesses?”
Fans soon guessed that it was Milk Make-up, thanks to the video’s nod to the brand’s viral Milk Cooling Water Jelly Tint with fans commenting: “Milk jelly tint by any chance?”
Another wrote: “It’s happening,” followed by a series of hands-up emojis, alongside a third who guessed: “Milk makeup”. A fourth said excitedly: “Omg Milk jelly tints”.
Posting on its story earlier this morning, Boots shared how the “secret is finally out” and revealed a few of the products you can get from the pharmaceutical-cosmetics brand.
From Milk Make-up’s iconic and award-winning hydrating Hydro Grip Primer, £35, that “grips make-up for up to 12 hours” to its Multi-Use Matte Cream Bronzer Mini Stick, £22. The iconic British retailer will be stocking over 140 Milk Make-up products, covering you for all and every occasion but possibly product fans are most excited for, as the comments suggest, is its “viral long-lasting lip and cheek stain” which was only released in February, the Milk Makeup Cooling Water Jelly Tint, £22.
Boasting a sheer, buildable formula whose bouncy texture comes in four shades, the blush tint is made with vegan collagen, aloe and seawater and not only leaves you looking rosy-cheeked (and lipped) but delivers a refreshing, cooling feel. It’s no wonder the product when it first launched earlier this year went completely viral on social media thanks to its results offering a ‘dewy’ finish that’s super natural. One make-up influencer on TikTok, Glamzilla, cited how these sticks were ‘making make-up fun again’.
It’s no wonder the product has received a plethora of glowing reviews from Cult Beauty, Sephora and SpaceNK shoppers (where it’s already available to purchase online in the UK). One wrote: “The Milk Makeup Cooling Water Jelly Tint is a unique blush formula that melts seamlessly into the skin and blends effortlessly without leaving harsh lines while providing a beautiful tint and sheer wash of colour. The coverage is easily buildable, more products can be added gradually to achieve the desired effect, and the blush lasts well on the skin and can also be used on the lips. I would highly recommend and very much look forward to trying other shades from this range.”
Another added: “Love this, it’s such a unique blush – it’s cooling to the touch and jiggly/jelly-like, which is super new to me who always uses powder blush. looking at the product, I thought the colour would be bright, but it’s more of a natural wash of colour, the tint lasts so long on the cheeks but washes off easily with my cleansing oil.”
Although beauty buffs did reveal that you need to work quickly to blend it out as it sets “super fast”.
Also available in the range is the Milk Makeup Hydro Ungrip Cleansing Balm, £33, which melts away stubborn make-up, dirt and impurities leaving the skin clean, soft and hydrated – and doesn’t leave your eyes cloudy, as one shopper states, as some cleansing balms often do. Although, if you’re not a fan of this particular balm, we’re fans of the Clinique Take The Day Off balm, £34, as well as the Elemis Pro-Collagen cleanser.
