Milk Makeup collaborated with Elle Magazine for their “Live Your Look” campaign in a video called “Shades of Femininity.” The video features interviews with six individuals who share their personal stories on how they identify themselves. They expressed themselves as being either girly, a tomboy, queer, and androgynous. The discussion continues with how people view them at a first glance. However, it is often misconceived based on their physical appearance. In general, femininity and gender ranges on a spectrum.
The video series discusses their relationship with makeup and how they feel empowered when creating a “look”. The series also includes separate introduction videos for Chloe, Natalia, Odie, Diana, Sophia and Milk in “Shades of Femininity.” According to the brand’s mission statement, “At Milk Makeup, we believe it’s not just about how you create your look; it’s what you do in it that matters. We see personal style as the ultimate form of self-expression and encourage experimentation — from bare to bold, and everything in between.” The brand launched their cosmetics and skincare line in January 2016. Additionally, the “Live Your Look” campaign launched earlier this year in February.
Makeup allows people regardless of their gender to embrace their femininity. Through fashion and makeup, it breaks through the traditional gender norms in society. It also encourages individuals to freely express themselves by “showing how our physical choices reflect who we are underneath and unify us all on our paths to self-discovery,” stated on the “Live Your Look” page of the Milk Makeup website. The “Shades of Femininity” video series is available to watch on YouTube. A brief introduction video for Milk Makeup’s “Live Your Look” campaign is also on their website.