LOCKDOWN LEADER: Milk Makeup
It’s a very good Friday for New Yorkers in need: in collaboration with rap legends Wu-Tang Clan, the hip beauty brand Milk Makeup is donating every dollar it makes today to the NYC COVID-19 Emergency Relief Fund. The fund has been set up to support health workers, local SMEs and other deserving parties, in the city the proudly 100 per cent vegan, “clean beauty” cosmetics brand calls home.
“Since we began, we've constantly praised our roots: downtown New York City and the incredible, eclectic, ever-evolving community that comes with it,” said Milk Makeup co-founder Mazdack Rassi in an Instagram message titled ‘NYC: our home, our heart’. “NYC has always given us its 100%. Now, it's our time to give 100% back.” Added Milk Makeup CEO Tim Coolican, “At Milk Makeup, our community has always been our inspiration. At this unprecedented time, we are grateful to be able to give back to our community and support our brave first responders.”
In addition, Milk is also sending $250,000 worth of skincare products to frontline responders in hospitals throughout New York City, “for going the extra mile for us”.
Milk Makeup, which launched in 2016, and was originally conceived by photography studio Milk Studios, previously collaborated with Wu-Tang Clan on a limited-edition collection of lipsticks in 2018. “Beyond the common denominator of Wu’s and Milk’s NYC cultural background, I’m excited about this collaboration for the Yin, or Feminine energy, that it invokes,” said the Wu-Tang’s RZA. So today, every customer who spends $55 and above on Milk products will also receive a complimentary Wu-Tang x Milk Makeup Lip Color (in the “Flow” shade).
The Milk Makeup charity drive is operating between 12 a.m. and 11:59 p.m. EST on April 10. "SHOP for NYC. It’s our duty!” says Rassi, signing off with: “New York, we love u and we will get through this.” But if you miss out on today’s promotion, don’t worry – you can still donate anytime to the NYC COVID-19 Emergency Relief Fund via the City of New York website.