Mazdack Rassi is a name synonymous with innovation and creativity, often blending the worlds of beauty, fashion, and culture. As the magnetic co-founder and Chief Brand Officer of Milk Makeup, he has cultivated an empire that began in the hallways of Milk Studios – a cultural nucleus that has hosted everything from breakthrough fashion shows to groundbreaking art installations.

Milk Makeup reflects Rassi’s forward-thinking ethos, offering multi-functional products that empower self-expression while staying cruelty-free, vegan, and paraben-free. With a career spanning industries and a mission to redefine beauty norms, Rassi’s leadership has positioned Milk Makeup as a global favourite among beauty enthusiasts and creators alike.

Now, as his beauty brand recently launched at Sephora India in October 2024, Rassi sat down with us to share the journey that transformed a studio’s creative energy into a global beauty phenomenon. In an exclusive interview with GlobalSpa, he opens up about the brand’s journey, its ethos of celebrating authenticity, and the vision behind its India debut.

What inspired the decision to bring Milk Makeup to India?

Mazdack Rassi: We are incredibly excited about Milk Makeup’s arrival in India! Our decision to enter the Indian market exclusively through Sephora was driven by the overwhelming demand we’ve seen from beauty enthusiasts in the country. We recognize India’s rich diversity, and we see it as an incredible opportunity to connect with a vibrant community that celebrates individuality and self-expression.

India’s beauty landscape is unique and varied, and we believe that our brand ethos aligns perfectly with this spirit. Milk Makeup is all about embracing authenticity and empowering people to express themselves through makeup. We’re eager to tap into this diversity, offering products that resonate with different cultures, preferences, and types of self-expressions across the country.

We can’t wait to share our innovative products and engage with the passionate beauty community in India.

With so many beauty brands in India, what do you think sets Milk Makeup apart?

First and foremost, our commitment to innovation has been central to our identity. From the beginning, we focused on creating products that are not only high-performance but also easy to use, catering to a diverse range of skin tones and types. Our unique formulations, such as the use of nourishing ingredients, appeal to consumers who prioritize both quality and skincare benefits.

Secondly, our brand ethos of embracing individuality and self-expression resonates with people worldwide. We’ve cultivated a community that values authenticity, encouraging customers to experiment with their looks and break conventional beauty norms. This approach has fostered a loyal following and a vibrant community of fans who feel connected to our brand.

Additionally, our unique aesthetic—clean, modern packaging with a fun, youthful vibe—sets us apart visually in a crowded market. We’ve leveraged social media and influencer partnerships effectively to reach a global audience, making our brand accessible and engaging.

Lastly, our commitment to inclusivity and sustainability reflects the values of today’s consumers. By offering a wide range of shades and ensuring our products are cruelty-free and environmentally conscious, we align with the expectations of the modern beauty shopper.

How did the decision to launch exclusively with Sephora India come about, and what does this partnership mean for the brand?

Sephora India is an ideal partner for our exclusive launch because they share our commitment to innovation, quality, and inclusivity in beauty. Their reputation for curating a diverse range of products and brands aligns perfectly with our vision at Milk Makeup, where we prioritize creativity and self-expression.

This partnership not only provides us with a dynamic platform to showcase our products but also allows us to connect with beauty enthusiasts across India. Sephora’s extensive reach and understanding of the local market will enable us to introduce Milk Makeup to a broader audience, further elevating our presence in this vibrant and diverse beauty landscape.

By collaborating with Sephora, we aim to create immersive experiences that resonate with Indian consumers, allowing them to engage with our brand on a deeper level. We believe this partnership will not only enhance our visibility but also foster a community that embraces the playful and artistic spirit of Milk Makeup.

How will your launch on Sephora India cater specifically to the Indian beauty market, and are there any exclusive products or strategies planned for this audience?

While we won’t have exclusive products for the Indian market at this time, we are excited to bring our cult favourites to India. Our focus is on inclusivity, and we hope to resonate with local beauty enthusiasts by showcasing products that cater to diverse needs and preferences. We believe our existing lineup will be well-loved among Indian consumers who value high-quality, innovative beauty products.

Clean beauty has become a buzzword. How does Milk Makeup rise above the noise and set a higher standard for what clean really means?

From day one, our point of view on clean beauty has been to deliver breakthrough innovations made with good stuff only. Simply put, we make cool clean beauty that works. Every ingredient is there for a reason, and ingredients that don’t meet our high standards are cut. That’s why everything you see from us will always be clean, vegan, and cruelty-free. We’ve kept our clean commitments from the beginning of our brand and rather than viewing the term as a buzzword, we treat it as a core part of who we are and what our community values.

What’s your favourite product that you think everyone should grab first?

Not to downplay the rest of our launches—because we’re incredibly proud of the innovation and creativity that’s gone into every single product—but one that’s always felt iconic to Milk is Hydro Grip Primer, which is our 12-hour hydrating makeup primer. It’s a multi-award-winning community favourite that’s been a steady bestseller since we launched it. And it’s the product everyone should grab first because it’s really the base to any Milk look, any way you want to express yourself.

What’s next for Milk Makeup—are there any upcoming innovations or products you’re excited to reveal?

We’re very excited to share our upcoming innovations that bring something truly fresh and fun to beauty. Our team has been busy working on a new lineup of high-performance launches that streamline your daily routine instead of making it feel overly complex. We can’t reveal the details just yet but can confidently say that some big surprises are in store for 2025. We always aim to create in ways that feel true to what our community is actually using and getting excited about right now, so you’ll see launches that fit seamlessly into your day—coming to life in ways you’ve never seen before.

Looking forward, what excites you the most personally about the future of beauty and culture?

Our beauty industry is poised to undergo significant transformation in the next decade, driven by a deeper understanding of individuality and inclusivity. As we move forward, I envision a beauty landscape that celebrates diverse expressions, transcending traditional norms and embracing unique identities. Sustainability will be at the forefront, with consumers increasingly demanding products that are not only effective but also environmentally responsible. Technology will continue to shape our beauty routines, offering personalized solutions through innovative applications and AI-driven recommendations. Ultimately, beauty will become more about authenticity and self-empowerment, allowing individuals to define and express their own standards of beauty without the constraints of conventional ideals.