Milk Makeup recently celebrated ten years of pioneering clean beauty with an extraordinary bodega-themed event at WSA. This festive occasion not only marked a significant milestone for the brand but also served as the official unveiling of their latest product, the Hydro Grip Gel Concealer. The celebration captured the vibrant, inclusive essence of Milk Makeup, a brand that originated from Milk Studios in Manhattan and is renowned for its community-centric approach. The evening was a perfect blend of nostalgia, innovation, and lively entertainment, reflecting the brand's dynamic spirit and commitment to its discerning clientele.
Milk Makeup Celebrates a Decade with Star-Studded Bodega Bash and New Product Launch
On a memorable evening, February 6, 2026, Milk Makeup transformed WSA into an eclectic, bodega-inspired haven to toast its ten-year journey in clean beauty. The event, hosted by co-founders Mazdack Rassi and Zanna Roberts Rassi, drew a fashionable crowd including notable figures like Justin Theroux, Mario Sorrenti, June Ambrose, and Jenna Lyons. The festivities commenced with an energetic DJ set by YA GIRL ASH, setting a playful tone as guests indulged in a spread of reimagined nostalgic treats. The menu featured elevated versions of childhood favorites, such as pepperoni Lunchables, sophisticated avo toast bites, luxurious caviar-topped chicken nuggets, and classic pigs in a blanket. Jenna Lyons, a star of RHONY, humorously admitted her particular fondness for the pigs in a blanket.
The venue itself was meticulously designed to evoke the charm of a New York corner store, adorned with diner-style tables featuring Milk-branded ketchup and mustard bottles, napkins, and placemats, alongside various beauty products. This immersive environment skillfully blurred the lines between a traditional bodega and a chic beauty counter. Throughout the space, skilled makeup artists were strategically stationed in booths and cozy banquettes, offering personalized shade-matching consultations for the new Hydro Grip Gel Concealer. Attendees enthusiastically tested the innovative gel-to-cream formula, receiving custom takeout slips detailing their perfect shade—a clever homage to the city's beloved diner and bodega culture. Adding to the unique experience, classic soda and energy drink coolers were ingeniously repurposed into a "Milk-Mart," where fridges, instead of beverages, were stocked with the brand's products and stylish aluminum water bottles.
The evening reached its crescendo with an electrifying performance by vocalist Noga Erez, seamlessly transitioning the celebratory atmosphere into a vibrant club scene. Fueled by rhythmic dancing and expertly crafted dirty martinis, the party truly came alive. The entire event was a testament to Milk Makeup's ethos of playfulness and performance, demonstrating how its high-quality products are designed to integrate effortlessly into the fast-paced lives of its users. Zanna Roberts Rassi encapsulated the brand's enduring appeal, emphasizing that Milk Makeup is crafted for individuals whose beauty routines need to keep pace with their demanding lives. With a confident smile, she proudly declared, "Our crowd is multitasking, discerning—and cool as f*ck."
This event serves as a compelling reminder of the power of innovative branding and community engagement. Milk Makeup's ability to seamlessly blend a celebratory atmosphere with a product launch, all while staying true to its core values, showcases a masterful approach to marketing. The success of the bodega-inspired theme demonstrates that by creating an immersive and interactive experience, brands can forge deeper connections with their audience. It highlights the importance of understanding and embracing one's target demographic, offering not just products, but an entire lifestyle. Furthermore, the emphasis on 'clean beauty' and products designed for the 'multitasking' individual reflects a keen awareness of contemporary consumer demands and values.
