Milk Makeup Is Dropping the Throwback Collection and Addressing the Shrinkflation
We spoke to the brand’s co-founder about bringing back discontinued products and responding to community feedback.
In 2016, Milk Makeup launched as an ode to New York City nightlife, artists and editorial beauty. Defined by grungy eye products and faux face tattoos, the brand emerged as a crucial player in the maximalist makeup movement. Now, a decade after its initial debut, Milk Makeup is looking back on how it’s evolved — and as an ode to its devoted fans, is relaunching a capsule of discontinued, cult favorites from its infancy.
In our endlessly-shifting, microtrend-fueled digital beauty landscape, makeup looks have transformed from bold and playful to minimal and sheer. While Milk Makeup has maintained its ethos of beauty without rules, the brand knows better than anyone how much of a difference 10 years can make. Above all else, co-founder and brand president Mazdack Rassi finds that “trends come and go, but self-expression doesn’t.”
Naturally, evolving alongside an industry that never sits still has come with its share of growing pains. Among the friction points, discontinuations and shrinking product sizes have raised questions among fans. So, in an attempt to reckon with this, Milk Makeup hopes the Throwback Collection — consisting of 2016 hero products Eye Vinyl, Roll + Blot and Tattoo Stamp — will highlight the brand’s willingness to respond to community feedback.
Ahead, we speak to Milk Makeup’s co-founder and president Mazdack Rassi about the past 10 years and how the brand continues to evolve for its fans.
On the 10th Anniversary Collection
As we celebrate 10 years of Milk Makeup and 30 years of Milk Studios, bringing these back just felt right. Eye Vinyl, Roll + Blot and Tattoo Stamp were some of the products that really put us on the map because they challenged what beauty looked like at the time. They came straight out of the creative energy around Milk Studios and the artists, creators and rule-breakers who inspired us every day. Bringing them back is a way to celebrate where we started and remind people that creativity is always cool.
On Discontinued Products
We get it. People build real relationships with these products, so discontinuing something is never a decision we make lightly. That said, we’re always looking at how the brand, our community and the industry are evolving, and sometimes that means making space for what’s next. At the same time, we’ve always listened to our community, and this Throwback Collection is really for them. It’s a “thank you” to the people who’ve been with us since the beginning, while giving a whole new generation the chance to experience some of the products that helped define Milk Makeup.
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On Milk Makeup’s Evolution
We’ve always wanted to make innovative, easy-to-use products that give people the freedom to express themselves. What’s changed is how we’ve continued to push that forward. Whether that’s expanding into new categories, improving formulas, or modernizing packaging to create an even more seamless user experience. We’ve grown up alongside our community, but the creative energy of Milk Studios and New York City is still at the center of everything we do.
On the Rise of Clean Girl Makeup
We’ve never believed there’s only one way to wear makeup. We’ve always been inspired by creative culture, not beauty rules. Bringing back Eye Vinyl, Tattoo Stamp and Roll + Blot is a reminder that makeup can be playful, expressive and a little unexpected. Whether you’re into a clean look or a bold graphic eye, it’s about having the freedom to do your own thing.
On Shrinking Products and Addressing Community Feedback
Our community is incredibly passionate, and we love that because it means people genuinely care about what we make. Whether it’s sizing, packaging, or discontinuations, we know those conversations matter. We don’t make changes just for the sake of change. Every decision is intentional, and we’re always listening to feedback. The goal is to keep evolving in ways that make sense for today while staying true to what people have always loved about Milk Makeup.
The Eye Vinyl, Roll + Blot and Tattoo Stamp retail for $20 USD and will be available for purchase on the brand’s website.
