Though I love beauty products, I’m not usually the type to dedicate an entire blog post to a brand of cosmetics. The truth is, I have very little to say on the subject because I’m a minimalist at heart and have the same routine day in and day out, mostly consisting of products I love so much that I see no reason to ever change them out. I adore Make Up For Ever HD Foundation, MAC Studio Fix (I’ve literally worn this for two decades) , MAC Kinda Sexy lipstick (my everyday perfect nude lip color) and Grown Alchemist face cream.

It takes something really special to catch my eye since I’m not in the market for anything new in the Makeup department but when I clicked on a recent Urban Outfitters newsletter and spotted Milk Makeup, it stopped me dead in my tracks.

For those of you like me who were in middle and / or high school in the 90s, CK One was the cool, unisex fragrance of the moment and I’ve always loved the crisp, no-nonsense look of the branding. It reminds me of a simpler time before social media, when it was the norm to have a free-form, less done-up aesthetic. That’s partly why I’m obsessed with the look of Milk Makeup because they nailed that casual, fun look I remember from that time so well. Think: no heavy foundation, lots of freckles, nose rings and a simple promise of achieving a day to night look in 5 minutes flat. SOLD.

If Milk sounds familiar, they are best known for their studios in New York and Los Angeles where they have a huge presence in fashion, music and photography. It makes sense that they would be able to zero in on what works and create a line that straddles the fine line between simplistic and hip.

Check out: 1. salve, 2. eye marker, 3. highlighter, 4. lip color, 5. charcoal cleanser, 6. mascara, 7. lip pigment, 8. lip stain and 9. lip + cheek color.

Learn more about Milk Makeup here.

Images: Milk Makeup and Urban Outfitters.