Pure Beauty

Milk Makeup is now available to consumers in 130 countries

By Sarah Parsons | Published: 4-Sep-2020

The cult Gen Z-marketed brand has inked an online retail deal with Selfridges, its first department store partner

Milk Makeup now offers international shipping via a retail deal with luxury retailer Selfridges.

The Gen Z-targeted beauty brand was previously only available to limited countries through Sephora and Cult Beauty.

Consumers in 130 countries can now purchase the New York-based company's make-up and skin care offering, including bestselling Hydro Grip Primer, Kush Mascara, Flex Foundation and its stick formula line.

Milk Makeup has also launched its new Kush Liquid Liner exclusively onto selfridges.com.

Zanna Roberts Rassi, co-founder of Milk Makeup, described Selfridges as "the gold standard of retail".

"Like the Milk Makeup fam, Selfridges merge the best in culture, fashion, beauty and lifestyle."

Selfridges Beauty Buyer Clare Lindridge added that Milk Makeup's cruelty-free and vegan-friendly branding "make the brand the perfect brand partner" as it supports the department store's Project Earth sustainability initiative.

The campaign sees the retailer plan to achieve a net zero carbon footprint by 2050, in line with the Paris Agreement. By 2030, the retailer aims to reduce its greenhouse gas emissions by 64%.

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