Milani Cosmetics is debuting What’s Inside Is Everything, its first major brand campaign under refreshed branding, using the relaunch of its Baked Collection to sharpen how it competes in mass color cosmetics while leaning into quality, craftsmanship, and premium cues.
New chapter for a mass player
The What’s Inside Is Everything platform is positioned as a statement of intent for Milani Cosmetics, framing product quality and intention as the core of the brand rather than surface aesthetics alone. The campaign is the first major move under a refined brand expression that includes updated packaging and new ingredients for the Baked Collection, tying visual changes to a broader strategic reset.
Milani Cosmetics has outperformed the mass color cosmetics category for 17 consecutive quarters and climbed from the #10 to the #7 mass brand in the U.S., signaling sustained momentum in a crowded segment where many labels are fighting for shelf space and attention. That track record gives context for a brand refresh aimed at redefining and elevating drugstore beauty while still playing at scale.
Baked Collection in focus
The campaign centers on the Baked Collection, Baked Blush, Baked Bronzer, and Baked Highlighter, described as a cornerstone franchise and long time sales driver for Milani Cosmetics. Crafted in Italy’s so called Italian Makeup Valley, the powders relaunch with new ingredients and a refreshed design intended to spotlight craftsmanship and performance.
Formulas are infused with grape leaf extract and olive fruit oil rich in vitamin E, and are tested on real people to work across a wide range of skin tones and undertones. The collection now offers Baked Blush in eight shades and introduces four new shades each for Baked Bronzer and Baked Highlighter, all positioned as delivering up to 12 hours of buildable color in satin and shimmer finishes.
Leadership’s message
Mary van Praag, Chief Executive Officer at Milani Cosmetics, said ”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”, she added “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”. Her comments frame the campaign as a way to translate internal strategy, focused on long-term brand value, into a visible story for shoppers and retailers.
Jeremy Lowenstein, Chief Marketing Officer at Milani Cosmetics, said, “Today’s beauty consumer is discerning and multifaceted, valuing quality and authenticity beyond what’s on the surface, 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.”
Creative rollout and consumer touchpoints
For the creative, Milani Cosmetics partnered with London Alley, a Vice Media company, with director Boni Mata helming visuals that frame beauty through a more intimate, confidence led lens rather than purely external appearance. The work uses the Baked Collection to tell a story about depth beneath the surface and how that shapes self expression.
The campaign began rolling out on February 4, 2026, across digital, social, and streaming channels, including MilaniCosmetics.com, Facebook, Google, Instagram, Pinterest, TikTok, YouTube, Amazon Media, and Prime Streaming TV. To bring it offline, Milani Cosmetics plans a consumer pop up in Los Angeles on February 28, using immersive experiences and creator led storytelling to connect with shoppers in person.
Market position and distribution
In its brand overview, Milani Cosmetics highlights more than 25 years in mass beauty, with formulas developed with suppliers in Italy, South Korea, the U.S., and other markets, and all products described as cruelty free. The label points to its hero Baked Blush, made via a terracotta tile baking process, and its Make It Last Setting Spray, ranked as the #1 mass setting spray, as proof points for its performance claims.
The brand is available across key U.S. retailers, including Ulta, Walmart, Target, Amazon, CVS, Walgreens, and MilaniCosmetics.com, and in international markets such as Australia, Canada, Mexico, and the U.K. For the wider beauty market, the new campaign reads as another signal that mass brands are leaning into prestige style storytelling, ingredient detail, and crafted hero franchises to hold share in a more discerning, quality focused landscape.
