Milk Makeup has established itself as a go-to beauty brand for busy people who love color cosmetics and straightforward skin care. They’re also known for taking familiar products, like a face oil or a foundation, and changing them up, whether that means an innovative formula, an interesting delivery system, or a completely new product entirely. Case in point: the avant-garde line just expanded the latter category with a new solid serum: the Watermelon Brightening Serum.
Aesthetically, the product resembles Milk’s existing stick products — i.e. transparent cylindrical packaging reminiscent of chubby, oversized Chapstick with the logo stamped cooly across the front — but the contents of the stick are totally novel, both for the brand and for the beauty industry as a whole.
“Every [serum] we saw on the market was in a glass bottle with droppers,” Dianna Ruth, product developer and Milk chief operating officer, tells Allure. “They were really frilly and not easy or portable.” The solid-stick format, she explains, was the answer to the question of how to make serum more accessible and easy to use. Ruth compares the Watermelon Brightening Serum to the brand’s Matcha Toner Stick, which — unlike traditional toners — goes to work without cotton balls. “You just put the stick — toner and serum — directly to your face and get all the benefits directly to your skin,” she explains. “The product isn’t wasted on your hands. It’s really modern and very utilitarian.”
Despite its summery hue, this serum doesn’t smell like watermelon (sorry, fruit fans!). Instead, its totally free from fragrance and a myriad of other potential skin irritants, including parabens, sulfates, SLS, and formaldehyde. The namesake hero ingredient, watermelon extract, hydrates skin, while a blend of swiss garden cress sprout and vitamins A, C, E brighten skin and protect it from free radicals. Additionally, the formula swaps potentially harsh retinol for a similar line-fighting peptide complex, called matrixyl.
As with most serums, it takes consistent use over a few weeks to notice visibly brighter, smoother skin with this baby — but that’s not to say it doesn’t impart some instant gratification, too. Immediately, the formula “plumps skin and gives luminosity without shine,” says Ruth. I’d agree: It feels super-cooling upon application (perfect for summer heat!) and leaves me with a radiant — not greasy — sheen. Plus, it absorbs within seconds and plays well under makeup.
Moreover, it’s formulated for all skin types and can be slid into your existing routine without much thought or inconvenience. In fact, Ruth notes that it’s the perfect product to leave on your bedside for those nights when you know you should’ve used skin care but are just too tired to go through the motions. “This takes two seconds,” she insists (and it does).
You can snag the Watermelon Brightening Serum today on milkmakeup.com via Milk’s Exclusive Flash Preview. Already missed the boat? Mark your cal for Tuesday, April 3, when it launches on MilkMakeup.com for good — or wait ’till it hits Sephora shelves and Sephora.com on April 20. For $36, it’s the perfect, portable summer serum.
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