Main Post Partners has made a minority stake investment in Milk Makeup, a New York-based beauty brand that is rising in cult status.
Financial terms of the deal were undisclosed.
Main Post Partners is investing from its inaugural fund, which closed in February 2016 after spinning out of Weston Presidio. The partners behind Main Post’s buzziest investment is in Too Faced, which was recently acquired by Estée Lauder for $1.45 billion.
“Milk has a passionate customer base and innovative, creative DNA that will resonate worldwide,” Josh McDowell, partner at Main Post, said in a statement. “We are excited to partner with [Mazdack] Rassi and his team to support this next phase of the company’s growth.”
Rassi (of Milk Studios fame), co-founded and launched the color cosmetics brand with Dianna Ruth, Georgie Greville and his wife Zanna Roberts Rassi in 2015. The brand has risen in popularity for its brushless, one-handed products that work well for its young, on-the-go devotees who place genderless beauty products high on their wants from a beauty product.
“Our girl and guy changes their look from day to night in the back of a taxicab in five minutes,” Rassi said in a WWD report.
The brand’s hero products include its Cooling Water Stick, a $24 caffeinated hydration stick, Lip Color for $22, highlighter for $24, Ubame Mascara at $24 and Matte Bronzer for $24.
Milk Makeup is currently stocked across 200 U.S. Sephora’s, Birchbox’s and Urban Outfitters locations.
The new investment will be used to expand globally with Sephora Canada as its first international door.
“Right now as a company we’re focused on listening to and growing our community, and that means we have to scale and market,” Rassi said. “Main Post will give us the capital and confidence to do just that – they’ll undoubtedly help us deliver a little piece of Milk culture to consumers everywhere as we expand across the world.”