Milk Makeup turns ten, and it’s going back to where it all began. Starring Wet Leg’s Rhian Teasdale, NEW YORK FOUND ME celebrates the city, its creative outsiders and a decade of beauty without rules.
Milk Makeup is celebrating ten years of creativity and individuality with NEW YORK FOUND ME, a brand film that brings the label back to its New York roots. Starring Rhian Teasdale, lead singer of British band Wet Leg, the campaign draws on the city’s creative community, featuring artists and personalities who embody the independent spirit that has shaped Milk since its beginnings. The campaign film was directed by Arnaud Uyttenhove, with choreography by Sergio Reis, styling by Sarah Richardson, global artistic direction by Frank B, creative direction by Marie Noorbergen and casting by Shay Nielsen. More than 1,000 New Yorkers answered an open casting call at Milk’s Soho headquarters, bringing real faces and fresh energy to a project inspired by the world of Milk Studios, where music, art, fashion and beauty have long crossed paths.
The anniversary also marks 30 years of Milk Studios, making this a celebration of the creative community behind the name as much as the beauty brand itself. To mark the occasion, Milk Makeup is revisiting its early days with a Throwback Collection that brings back three products from its original 2016 lineup: Eye Vinyl, Roll + Blot and Tattoo Stamp. The campaign reflects a philosophy that has remained central to the brand over the past decade: beauty as a tool for experimentation, self-expression and personal creativity.
Earlier this month, Milk Makeup brought that celebratory spirit to Paris with a multi-day pop up inviting visitors to explore the brand’s latest universe. From new makeup and skincare launches to interactive activations, DJ sets and more, the space offered an immersive introduction to the world Milk has been building over the past ten years. We also spoke with founder Mazdack Rassi about the brand’s beginnings, its creative community and the ideas that continue to shape its community.
You’ve built Milk around a very New York idea of beauty: expressive, spontaneous, individual and often a little unconventional. Now you are in Paris celebrating ten years of Milk, how does the city’s beauty culture feel different to you?
Paris has been integral to Milk’s identity from the beginning. Through our work across fashion, film, and photography, the connection between New York and Paris has been constant. Milk Studios’ global community of creators shares deep roots in Paris, making it feel less like a new market and more like a sister city. The creative synergy between these two capitals ensures that wherever we build, we belong.
Paris has such a strong relationship with skin, complexion and the idea of effortless beauty, while New York tends to embrace experimentation and transformation. Do you see those differences reflected in the way people use Milk?
We love that distinction. Milk is designed to be personalized, with creative expression taking on a unique flavor in every market, from Dubai and Stockholm to London and South America. The French beauty community has adopted Milk with its own distinct, elevated sensibility, and seeing our products woven into such a refined perspective is truly inspiring.
Milk was born out of a creative community where makeup could be part of fashion, music, photography and nightlife. How would you describe the Milk universe today compared with the Milk you imagined at the beginning?
Over three decades, Milk has transcended being just a platform to become an enduring creative ritual. From the foundation of Milk Studios to the last ten years of Milk Makeup, watching our community evolve alongside rapid digital and AI advancements has been inspiring. Few brands achieve true generational longevity, the kind where legacy is passed down organically. Seeing my own daughters discover, adopt, and carry forward the Milk ethos speaks to a rare kind of timeless relevance in an ever-shifting world.
Rhian Teasdale has recently joined Milk as the face of the brand, Milk has always had a strong connection to music and creative communities. Does having someone like Rhian, who comes from that world, help reconnect the brand with those original cultural roots?
Music has always been deeply woven into Milk’s identity, we often say it flows directly through the veins of creativity. Over the years, collaborating with groundbreaking artists has been a natural extension of who we are. Working with Rhian was an absolute privilege; she perfectly embodies artistic freedom, self-expression, and a deep devotion to her craft. As a founder, few moments bring me greater pride than sharing our platform with an icon who represents our core values so seamlessly.
What is something about the way people buy or wear makeup today that genuinely surprises you?
Beauty has traditionally been an inherently tactile category. One defined by physical touch, in-person testing, and immediate application. Given this, the rapid acceleration of digital adoption in beauty e-commerce remains truly remarkable. In today’s seamless omnichannel landscape, convenience is quite literally at the consumer’s fingertips. As a result, product quality alone is no longer a sufficient differentiator; compelling brand storytelling, authentic values, and a clear purpose have become the primary drivers of consumer loyalty.
Looking back, is there anything you would do differently if you were launching Milk today?
I prioritize forward momentum. In many ways, that perspective serves as an internal safeguard. My focus remains entirely on driving future results rather than dwelling on past decisions.
Social media has made beauty incredibly visual, but not everything works for everyone from application, colors, down to ingredients. How do you build products that feel culturally relevant without simply chasing the next trend?
At Milk, our primary benchmark is ourselves, and our mission is to deliver exceptional products that reflect our highest standards while fostering a community aligned with our creative vision. With 30 years of history and category credibility, we remain deeply grounded in our creative identity. We are building a brand for our community, and we are endlessly grateful to the people who invest their trust, time, and resources into our brand.
Photography by Gabriel Lorcy
