Its goal is to become the partner of choice for next-generation brands and consumers by leveraging the collective leadership and the industry-specific operating experience of its management team.
The business will be run by founder Michel Brousset as Chief Executive Officer and Hind Sebti as Chief Operating Officer. Waldencast's vision is to build a global best-in-class beauty and wellness operating platform by developing, acquiring, accelerating, and scaling the next generation of conscious, purpose-driven brands. The brand creates vegan, cruelty-free, clean formulas that are sold through retail partners including Sephora in North America, Europe, the Middle East, and Australia, and Cult Beauty and Selfridges in the UK. The brand values of Good for You, Good for the Planet, and Good for the Community resonate strongly with its passionate community.
Milk Makeup is built on the promise of clean, cool beauty that works with bestselling hero products at key retailers. WHO: Founded in 2016, Milk Makeup, known for its cultural relevance and iconic products, is a high-growth, cult-favorite beauty brand among Gen Z consumers and a leader in clean beauty that has grown organically through a diverse and inclusive community. It’s no surprise that Milk Makeup has such a strong following after learning about their clean ingredients, sustainable and transparent processes, and commitment to giving the best quality to their customers.Waldencast Acquisition Corp., a special purpose acquisition company, entered into a definitive simultaneous business combination agreement with Obagi and Milk Makeup. The devoted fans, or “Milk Mob,” support the large following of this trend-setting company. You can find the brand on Instagram, Twitter, TikTok and Facebook. When discussing Milk Makeup, you can’t not talk about their booming social media presence. Outer packaging is printed with petroleum-free plant-based ink while the inner bags are created with 100% post-consumer waste, both entirely recyclable! According to their website, the company aims to continue with their progress as they “use less plastic, offer more refills, and use more post-consumer resin and recyclable materials on packaging and in-store merchandising.” All aspects of the line are shipped out in sustainable shipping boxes and bags. Since January 2021, Milk Makeup has transformed their e-commerce shipping system. In addition to caring about their customers, Milk Makeup is committed to reducing their impact on the environment through sustainable shipping and environmentally-friendly packaging. The manufacturing process is aimed at being completely transparent, adhering to cGMP requirements. Made of FDA-approved colorants, harmful irritants and allergens are also avoided at all costs, following the Clean at Sephora requirements. With a clean ingredient philosophy at heart, Milk Makeup products are Leaping Bunny certified and produced with no animal testing of any kind. The co-founders of Milk Makeup set out to create a brand with quality ingredients and the underlying theme of self expression. Milk Makeup began in New York City, founded by Milk Studios founder Mazdack Rassi, product developer Dianna Ruth, creative director and ‘Milk Girl’ Georgie Greville, and beauty/fashion editor and E! News journalist Zanna Roberts Rassi. Casting Coin is proud to work with a brand that is committed to providing makeup and skincare that’s perfect for people who want efficient, clean, and trustworthy products. What’s not as well known about Milk Makeup is that the brand is committed to using simple products that are 100% vegan, cruelty-free and paraben-free. With products like the lip + cheek tint, a 2-in-1 cream blush and lip color in a small stick applicator, it’s hard not to crave the easy-to-use Milk Makeup cult favorites.
Launched in 2016, Milk Makeup is known for their fun, versatile, multi-tasking makeup and skincare products.
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