The Fusion of Beauty and Community: Celebrating a Decade of Innovation

In a vibrant celebration of ten years of clean beauty innovation, Milk Makeup hosted a lively event that intertwined the essence of community, creativity, and modern makeup. This bodega-inspired bash, held at WSA, not only commemorated a decade of accomplishments but also introduced the latest addition to their popular Hydro Grip collection: the Hydro Grip Gel Concealer.

Making Connections and Creating Experiences

Founder duo Mazdack Rassi and Zanna Roberts Rassi welcomed guests like Justin Theroux, Mario Sorrenti, June Ambrose, and Jenna Lyons to an evening filled with nostalgia and connection. The ambiance was enhanced by a DJ set from YA GIRL ASH, setting the stage for a night of mingling over whimsical diner-style bites. The menu featured playful items such as pepperoni Lunchables, avocado toast bites, caviar-topped chicken nuggets, and the classic pigs in a blanket—much to the delight of guests, including fashion icon Jenna Lyons, who expressed her love for the appetizing treats.

An Immersive Experience

To deepen the festival-like atmosphere, the event featured diner-style tables adorned with Milk-branded ketchup and mustard bottles, napkins, and placemats, seamlessly merging the worlds of corner stores and chic makeup boutiques. Makeup artists were stationed throughout the venue, offering shade-matching sessions for the new gel-to-cream concealer, allowing attendees to discover their perfect shades. Guests were given custom takeout slips to redeem their shades later, cleverly referencing New York’s storied diner and bodega culture.

Adding another layer to the bodega theme, vintage soda and energy drink coolers were transformed into the “Milk-Mart,” where attendees could grab makeup products and stylish aluminum water bottles to take away, fostering interaction and fun throughout the night.

A Night to Remember

The evening reached its peak with a lively performance by vocalist Noga Erez, fueling the energy and transforming the gathering into a dance party, complemented by dirty martinis. The overall atmosphere radiated playfulness and performance, reflecting the brand’s focus on practicality and adaptability in makeup. Roberts Rassi highlighted the brand’s appeal, emphasizing the importance of makeup that matches the pace of modern life. “Our crowd is multitasking, discerning—and cool as f*ck,” she noted, capturing the essence of Milk Makeup’s vision.

Conclusion

The event not only celebrated a remarkable milestone for Milk Makeup but also reinforced the brand’s commitment to blending beauty with community spirit. By creating interactive experiences and fostering genuine connections, Milk Makeup continues to resonate with its audience. This celebration serves as a reminder of the vibrant, inclusive, and playful nature of beauty, encouraging everyone to embrace their individuality while enjoying the products that enhance their everyday lives.