It's one of the fastest-growing brands in mass color today, with 65 percent of consumers under age 44.
“We’re the only independent brand in the top 10, meaning that’s not a multinational public company or a conglomerate of brands,” she said of Milani Cosmetics — headquartered in Culver City, California. Founded in 2001 by siblings Ralph Bijou and Laurie Minc, the brand was acquired by private equity firm Gryphon Investors in 2018.“I can share with you we aggregate all of our POS,” she went on.
“I started much like everybody else behind the Zoom screen, actually trying to orient, build trust and collaboration with a team,” she said. Milani Cosmetics was launched for two reasons, Lowenstein said: “One was to democratize prestige makeup, so giving access to high-quality formulas to everybody as opposed to relegating it to a specific channel. And then secondarily, 22 years ago, having the insight of — Black women were, at that point, the most underserved consumer in the mass market from shade development. Fast forward, and we’re the leading multicultural brand now in mass color.
Campaigns have included the #GetReadyWithMilani, a play on the popular “Get Ready With Me” trend, which had more than 46 million video views. There’s also #NoFilterJustMilani, noticing the backlash AI and AR was getting in the digitalization of faces. It supported a message of “embrace who you are” while highlighting its “Conceal + Perfect 2-In-1 Foundation and Concealer,” which comes in 45 shades.
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