Milk Makeup

Demographics- COOL GIRLS WHO ARE TIME-CRUNCHED, The Milk girl

Corporate Structure- Creative media company called Milk has bicoastal hubs and Milk Makeup brand within the company.

MILK STUDIOS

Cofounders- Mazdack Rassi, Zanna Roberts Rassi, Georgie Greville, and Dianna Ruth

Leadership- Milk Makeup was founded by Milk cofounder Mazdack Rassi, beauty and fashion editor and E! News correspondent Zanna Roberts Rassi, seasoned Milk Girl and creative director Georgie Greville, and product developer and COO Dianna Ruth. All aspects of the line are developed in-house at our downtown NYC home, Milk Studios (Milk Studios, 2017).

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Strengths- unique products, products that are easy to use, wide range of prices

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Weaknesses- not sold everywhere, baby in the scheme of things, only a little over a year old company

Growth-Milk Cosmetics is planning on quadrupling the amount of stores that it is sold in by the end of 2017. It just received it's first capital investment earlier this year in January. 

Expanding color lines and product types

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Trends- On the go, the Milk girl look, stick makeup products, the cool girl look

Everything is meant to be practical: Blotting papers double as rolling papers; all products are designed to be rolled on or applied with a finger. No brushes or powder puffs necessary.

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Industry share- 10 million in net sales in the first year

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Specializations- on the go, quick and easy, sleek packaging and displays