Back in January of this year, beauty girls and editors lost their collective shit—myself included—when New York City beauty brand Milk Makeup finally launched in the UK. Despite it having only launched stateside in 2016, it had already felt like a lifetime of having to beg U.S.-bound friends to hit up Sephora on my behalf for a Milk Makeup fix. And I clearly wasn’t alone—the brand launched to an incredible 17,000-person waiting list on Cult Beauty. Yes, this was one beauty brand that had a serious amount of social media hype, and I was already obsessed.
If you haven’t heard of Milk Makeup before, then the premise of the brand is all about good ingredients, clean formulas, and payoff that you can actually see. Every product is cruelty-free, paraben-free and 100% vegan and a lot of the products come in twist-up, stick formulations for easy, fuss-free application—even when you’re on-the-go. The skincare products are simple and slip effortlessly into your existing routines, and the makeup products offer sheer pops of color that can be built up to customize your look. In short, this is a beauty brand that even women who aren’t that into beauty can get on board with.
Launching exclusively onto Cult Beauty with a great initial drop, there have been new arrivals landing thick and fast, with 37 products currently on site to shop. (Although, seriously, Milk—will your Sunshine Skin Tint ever be landing on British soil?) With such an array of product categories and names like Glitter Sticks, Tattoo Stamps, and Cannabis Face Masks to decipher, it can be a bit of a beauty minefield to shop if you haven’t already dabbled with the brand.
Luckily, I’ve now tried pretty much everything that Milk Makeup has to offer, and while it was lust at first sight for me and everything in the collection, there are a few products that have transitioned into true, long-term beauty loves. Yes, packaging aside, these are the products that I honestly think are worth splashing your cash on. Not only do they genuinely work, but they’ve also become staples in my beauty routine.
This post originally appeared on Who What Wear UK.