Milk Makeup uses their unique creative approach to stand alone in the beauty industry

In a complete departure from (most of) the beauty industry, Milk Makeup has carved out a creative niche all its own. A design language that includes printer's marks and color bars makes the brand look like a work in progress. These elements, alongside vivid photography, convey a uniquely brilliant sense of transparency.

Milkmakeup.com home screen in browser window

Observations:

Screenshot from Milk Makeup's website showing their bold and artistic design style

Milk Makeup uses a Brutalist design style that incorporates printer's marks on nearly every element of the website. It's an aesthetic that's impossible to imitate and differentiates the brand from the rest of the beauty industry.

Milk Makeup's "Clean Beauty" section, highlighting their commitment to clean ingredients

Their focus on "clean, cool beauty" is central to their eCommerce experience. It's this in-your-face look that makes them feel more forthcoming; you're more likely to trust them because they don't have anything to hide.

Screenshot of Milk Makeup's Vegan Milk Moisturizer product page

Milk Makeup is best in class when it comes to product page presentation. Visitors learn how to use the product through a purely visual tour comprised of video and GIFs—even the typography is engaging.

Milk Makeup's Kush Mascara product infographic showing the ingredients

For those unmoved by visuals, model photos, and real before-and-afters, branded infographics share customer feedback to appeal to the more analytical audience.

Guidelines used:

Observations

In a complete departure from (most of) the beauty industry, Milk Makeup has carved out a creative niche all its own. Their Brutalist aesthetic is remarkably consistent across their website, emails, and packaging design. Though they lighten up a little on social media, they remain true to their edginess no matter where you find them.

Speaking of consistency, their focus on "clean, cool beauty" is central to their eCommerce experience. It's this in-your-face look that makes them feel more forthcoming; you're more likely to trust them because they don't have anything to hide.

A design language that includes printer's marks and color bars makes the brand look like a work in progress. These elements, alongside vivid photography, convey a uniquely brilliant sense of transparency.

Milk Makeup is best in class when it comes to product page presentation. Visitors learn how to use the product through a purely visual tour comprised of video and GIFs. For those unmoved by visuals, branded infographics share customer feedback to appeal to the more analytical audience.

It's a branded experience that envelops you with a confidently bold attitude. In a vertical filled with pale hues and flowing fonts, this unorthodox approach makes it memorable. The content is top-notch, but it's the design that takes the Milk Makeup store to the upper echelon of online retail.

Attributes

Style:
Artistic Modernism
Department:
Beauty & Cosmetics
Platform:
Salesforce Commerce Cloud
Tools used:
Google Analytics
Mouseflow
Google Optimize
Custora
Klaviyo
Yieldify
Country of Origin:
United States
Connect with the brand: