Milani Cosmetics® Launches What’s Inside Is Everything, Its First Campaign Under Refreshed Branding

Anchored in product quality and craftsmanship, the campaign spotlights Milani’s iconic Baked Collection with new ingredients and updated packaging

LOS ANGELES--(BUSINESS WIRE)--Milani Cosmetics® today unveiled What’s Inside Is Everything, a new brand campaign that celebrates product quality, craftsmanship and intention as the foundation of beauty. The campaign marks the first major initiative under Milani’s brand refresh, which includes a refined brand expression alongside new ingredients and updated packaging for its Baked Collection. It reinforces the company’s long-term strategy to redefine and elevate the mass and drugstore beauty experience by bringing a true prestige, luxury-grade brand to scale. The launch also reflects Milani’s continued evolution as an independent beauty brand delivering sustained, outperforming growth in its category.

The launch of What’s Inside Is Everything builds on Milani’s strong business momentum. For 17 consecutive quarters, Milani has outperformed the mass color cosmetics category overall, strengthening its position as the #7 mass brand in the US (based on NielsenIQ and Stackline data for the period ending December 27, 2025, xAOC and Amazon US). Over the past several years, the brand has climbed from the #10 spot to #7, driven by disciplined investments in product innovation, storytelling and demand creation across key growth channels.

“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,” said Mary van Praag, Chief Executive Officer of Milani Cosmetics. “As we continue to scale the business and build on 17 consecutive quarters of growth, we are sharpening our focus on product excellence, craftsmanship and brand clarity, the fundamentals that have driven our success to date. The What’s Inside Is Everything campaign brings this strategy to life by reinforcing our belief that long-term brand value is built on quality, integrity and relevance in today’s mass beauty landscape.”

Milani is kicking off the new campaign with its iconic Baked Collection—a cornerstone of the brand’s portfolio and one of its most recognizable franchises. Crafted in Italy, the cheek complexion trio relaunches with new ingredients and a refreshed design, reinforcing Milani’s commitment to high-performance craftsmanship. The collection, which includes fan favorites Baked Blush, Baked Bronzer and Baked Highlighter, anchors the What’s Inside Is Everything campaign by drawing attention to the quality and intention behind each formula.

Since the debut of its Baked Collection in the spring of 2011, Milani has earned a lasting place in beauty routines and retains its spot as the leading brand in baked powders and blushes within mass cosmetics. Known for richly pigmented, blendable formulas that rival those of prestige brands, the collection is expertly crafted in Italy, in the area often referred to as the Italian Makeup Valley, where local artisans with decades of specialized expertise blend traditional techniques with modern innovation. Inspired by the region where they are made, the formulas are infused with skin-nourishing grape leaf extract and olive fruit oil rich in vitamin E and are tested on real people to flatter a wide range of skin tones and undertones. Delivering up to 12 hours of buildable color in satin and shimmer finishes, the Baked Collection continues to grow and now includes Baked Blush in eight shades—four iconic Milani classics and four new additions—alongside four all-new shades in both the Baked Bronzer and the Baked Highlighter collections.

“Today’s beauty consumer is discerning and multifaceted, valuing quality and authenticity beyond what’s on the surface,” said Jeremy Lowenstein, Chief Marketing Officer of Milani Cosmetics. “That insight underpins our brand evolution and the What’s Inside Is Everything campaign, reinforcing our belief that what’s inside truly matters—not only in the integrity of our formulas, but in the creativity and purpose behind our brand. We’re focused on redefining the mass category and creating timeless beauty by raising the bar across in-store experiences, product innovation and performance, delivering relevance and long-term value.”

Milani partnered with London Alley, a Vice Media Company, as the creative agency and production company behind the What’s Inside Is Everything campaign. Directed by Boni Mata, the work reframes beauty through a more intimate lens, imagining a world less focused on exterior beauty and more rooted in confidence and individuality. The campaign brings this perspective to life through Milani’s Baked Collection, highlighting how depth beneath the surface influences self-expression and the way beauty is experienced.

In celebration of the What’s Inside Is Everything campaign, Milani will host a consumer pop-up event in Los Angeles on February 28. The experience will bring the campaign to life through immersive moments and creator-led storytelling, spotlighting the depth and individuality of today’s beauty consumers and the role creators play in shaping how they discover and experience beauty.

The campaign will roll out beginning February 4, 2026, across digital, social and streaming platforms, including MilaniCosmetics.com, Facebook, Google, Instagram, Pinterest, TikTok, YouTube, Amazon Media and Prime Streaming TV. Watch the campaign video here.

ABOUT MILANI COSMETICS

Milani Cosmetics is built on a simple belief: beauty should feel exceptional, every day. For more than 25 years, that principle has guided the brand’s mission to raise the standard of mass beauty. Working with trusted suppliers in Italy, South Korea, the US and beyond, Milani creates formulas with premium ingredients, rich pigments and meticulous detail—products designed to exceed expectations.

Today, Milani has built a cult following as the #7 US mass color cosmetics brand, the third-fastest-growing brand and the only independent brand in the top 10.* Milani is known for its best-selling Baked Blush, crafted through a unique baking process on Italian terracotta tiles, along with its Make It Last Setting Spray, the #1 ranked mass setting spray.* The brand’s products feature premium skin-loving ingredients and technologies such as guava fruit extract, blue algae, chamomile, glycerin and niacinamide, and all products are cruelty-free. For Milani, what’s inside matters, which is why every product is made with ingredients worthy of the people who wear them.

Milani is available in the US at Ulta, Walmart, Target, Amazon, CVS, Walgreens and MilaniCosmetics.com and internationally in markets such as Australia, Canada, Mexico and the UK. Learn the latest from the brand @milanicosmetics on Instagram and TikTok.

*Based on NielsenIQ and Stackline data for the period ending December 27, 2025, xAOC and Amazon US.