Milk Makeup launches gender fluid campaign

By

Kate Dingwall

Published
Mar 9, 2017

Milk Makeup has unveiled its newest campaign - #BlurTheLines. The video spot, designed to show off the New York-based beauty company’s new blur stick product, seeks to blur the lines between genders by placing the new product on models of various genders.

The campaign was created in collaboration with David Yi of Very Good Light, a grooming platform catered towards men with the aim of redefining masculinity.

Proving that makeup can be used by people of any gender, the video features seven individuals of varying gender identification, including straight to trans to genderless. The campaign, which features persons between the ages of 16-26, is aimed at the Gen Z consumer, which studies show to embrace gender fluidity.

Milk Makeup seemingly came out of nowhere just a year ago. The brand was launched by the creators of Milk Studios in New York and was picked up by Sephora before it even had products created. Offering over 120 natural products, the beauty line is aimed at people who want a quick, simple beauty routine.

Cosmetics brands are beginning to look to people other than females or models to front campaigns. Covergirl made headlines late last year by appointing a young male beauty blogger as the face of a new campaign. Maybelline followed suit, announcing a male brand ambassador in January.