Milani Cosmetics is launching a new campaign called "What’s Inside Is Everything" to highlight the quality, craftsmanship, and care behind its products. This is the first big step in Milani’s updated brand, which includes new ingredients and packaging for its popular Baked Collection. The campaign is part of the company’s plan to make its products feel like luxury items, even in drugstores. It also shows how Milani is growing as an independent beauty brand.
The campaign builds on Milani’s success. For the past 17 quarters, the brand has been doing better than other mass-market makeup brands. It has moved up from being the 10th to the 7th most popular brand in the U.S. because of its focus on innovation, good marketing, and strong sales.
Milani is starting the campaign with its Baked Collection, which includes Baked Blush, Baked Bronzer, and Baked Highlighter. These products are made in Italy with new ingredients and a fresh design.
Milani is known for its high-quality formulas, and the Baked Collection is a favorite because it lasts up to 12 hours and works well for different skin tones. The products are made using a mix of traditional methods and modern techniques, and are infused with grape leaf extract and olive fruit oil, which are good for the skin.
Executive Statement
According to Mary van Praag, Chief Executive Officer of Milani Cosmetics, Milani’s brand refresh marks a deliberate step forward in our evolution as an independent beauty brand with strong momentum and a clear growth strategy. As they continue to scale the business and build on 17 consecutive quarters of growth, they are sharpening our focus on product excellence, craftsmanship and brand clarity, the fundamentals that have driven our success to date.