Ardency Inn is a makeup brand born in New York’s downtown music scene, where its character remains tied to the edge and free spirit of that culture. It creates high-performance, cruelty-free color cosmetics for recording artists and anyone who wants quick, easy-to-use makeup that leaves room for creativity.
Milk MakeupBorn from Milk Studios, the downtown New York creative hub, Milk Makeup is a creatively driven beauty brand founded by four members of the Milk community. Its team develops the line in-house for people who treat makeup as a form of self-expression, with formulas designed to be easy to use and always vegan and cruelty-free.New York, NY
WaldencastBorn from the creative community of downtown New York City’s Milk Studios, Waldencast is a beauty and wellness platform built around purpose-driven brands. Its best-known brand, Milk Makeup, was founded in 2016 and expresses that creative heritage through inclusive cosmetics made for self-expression.
Self Love CosmeticsFounded in New York City in 2017, Self Love Cosmetics is an independent beauty brand making makeup for self-expression, from everyday looks to bold and avant-garde styles. Its identity centers on self-acceptance and individuality, with cruelty-free products sourced from responsible manufacturers and formulas such as its best-selling Precision Brow Pencil and made-in-USA finishing powder. The company also says it supports social causes that empower people and promote acceptance.New York, NY
Winky LuxFounded in 2015 by longtime friends Natalie Mackey and Nate Newman, Winky Lux set out to make beauty feel less self-serious and more joyful. The New York City brand creates playful makeup and skincare for everyday rituals, with a focus on cruelty-free, plastic-neutral formulas and transparent ingredient standards.