Why this cult vegan make-up brand is worth its 17,000 waiting list

Cult New York makeup brand Milk opened its doors to the public at its pop up shop in Covent Garden last weekend. 4500 fans of the vegan and cruelty-free makeup range came from far and wide for an exclusive look at the latest US makeup line to hit UK shores 48 hours ahead of officially launching at cultbeauty yesterday.

Racking up a 17,000 waiting list online (the biggest in cultbeauty’s history) I met with co-founder Zana Roberts Rassi for a sneak preview into why the products are worth their wait-list status, including Milk's best-selling product, Kush High Volume Mascara, ￡20.50.

‘Kush mascara is our number one best-seller and the first mascara to use hemp derived cannabis oil. Being 100% vegan, we don’t use beeswax as a binding agent, therefore cannabis oil is the best alternative as it not only helps the mascara to go on smoothly, giving the desired tug-free application, it also nourishes lashes. Since then, we’ve continued to include hemp derived cannabis oil in many of our hero products, such as Kush Lip Balm ￡13.50, for its caring benefits,’ explains Roberts Rassi.

A fashion focused line that is all about self expression and using makeup as an extension of your own personal style, at first glance it isn’t the sort of brand you’d expect to have such green credentials. Yet, according to Roberts Rassi, cool never comes before ethics.  ‘Our customers expect Vegan, cruelty and paraben free products as standard,’ she explains.

While the range is primarily popular with younger, socially aware consumers, Milk’s products are age fluid. Milk’s Blur Stick, ￡30.50, a clever youth-defying formula that gives skin a soft focus finish, and Lip + Cheek Stick ￡20.50, a sheer cream blusher with skin-alivening skincare properties with serious colour pay off, are two new additions to my own makeup bag.

However, it’s not only the niche brands that are crushing the vegan beauty market. Superdrug has recently reported a 750%  increase in sales of vegan beauty products this January thanks to the success of Veganuary.

My top 3 vegan buys to try now

B. Hyaluronic Acid Spritz ￡7.99

Spritz on to clean skin for an extra boost of hydration.

Optimum bedtime Cleansing Balm, ￡9.99 

This nourishing cleansing balm will melt you make-up off and leave your skin quenched.

Nude by Nature Moisture Shine Lipstick in Garnet ￡20