Ever since Milk Makeup launched in early 2016, the brand has been cruelty-free, which is awesome for obvious reasons. However, even though that commitment goes above and beyond that of many other cosmetics companies, the makers of fan-favorite products like the Blur Stick and Eye Vinyl have decided to take the brand to the next level by offering 100-percent vegan beauty products.
“When we started Milk Makeup, we all had young kids, which makes you hyper-aware of all the toxicity in the world,” says co-founder and creative director Georgie Greville, who launched the brand with chief operating officer Dianna Ruth and Zanna Roberts Rassi. “We wanted to use healthy ingredients that we felt great about, especially if our kids got their hands on the products.”
That initially meant, in addition to being cruelty-free, omitting ingredients the founders felt were questionable for people’s health, like parabens, sulfates, SLS, SLES, formaldehyde, mineral oil, and talc. But as they realized that using vegan ingredients wouldn’t mean compromising product payoff, they decided to also eliminate all animal-derived ingredients, like honey, beeswax, lanolin, collagen, gelatin, and many more.
“There is no animal product or byproduct that doesn’t have a safe natural or synthetic alternative,” explains Ruth, who believes formulating clean cosmetics means always looking for innovative, healthy ingredients that work just as well — if not better than — controversial ones. For example, avocado oil and mango butter are used in some Milk Makeup products in the place of where non-vegan ingredients might be used in comparable formulas.
“Even if you have yet to go vegan from a nutrition or even a fashion standpoint, there’s never been a better time to take a vegan approach to your makeup and skin care,” the Milk Makeup website reads. “You’ll get the same, if not better quality and efficacy without compromising your values.”
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