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.