Milani Cosmetics has spent 25 years pairing prestige-quality formulas with mass-market price points. In the last five years, the indie brand doubled its business and climbed from No. 10 to No. 7 in mass color cosmetics—and it plans to double again over the next three.

Jeremy Lowenstein, Chief Marketing Officer at Milani Cosmetics, joins Phillip and Brian to talk about the brand’s latest marketing movement, What’s Inside Is Everything, which emphasizes community, authenticity, and quality. He explains how pop-ups and creator partnerships bring the brand to life beyond its 25,000+ stores, and how to maintain brand relevance and consumer connection in a market driven largely by celebrity and influencer endorsements.

Prestige Formulas, Mass Prices

Key takeaways:

What’s Inside Is Everything is a 360-degree brand platform rather than a one-off campaign, anchoring all of Milani’s messaging since January 2026 in the quality of ingredients.
Milani brings customers into the Baked Blush creation process; the cult-classic product is hand-piped onto terracotta tiles in Italy.
Milani defines its core customer by life stage, not generation. The Milani consumer is a young but established adult with disposable income, who is ready to settle down with quality products they can use long-term. Milani positions itself to receive consumers when they are ready to commit to a brand, rather than leaning into generational stereotypes and chasing fleeting trends that other brands scramble for. “Someone who is Gen Z now will also eventually also become a 38-year-old.” –– Jeremy Lowenstein
“It’s easy to start a brand in beauty. It’s hard to stay in it.” — Jeremy Lowenstein
“We’re not here to help you change who you are. We’re here to help you reveal what you think is your best self.” — Jeremy Lowenstein
“The funnel’s not dead. The funnel just looks different. It basically looks like spaghetti now, and it takes you all over the place.” — Jeremy Lowenstein
“Everyone thinks [TikTok Shop] is net new. It’s basically QVC on steroids.” –– Jeremy Lowenstein
“Every piece of marketing has to perform. It’s just what kind of performance are you tasking it to do?” — Jeremy Lowenstein

In-Show Mentions:

Associated Links:

What Makes Stores Worth Visiting? (Ep. 416)
The Process is the Product
Squeezegate and The Dupe Economy (The Senses)
Gen Z Lives in a Partnership-Based Society. Your Brand Should, Too.
Beyond the Buzz: Ultimate Guide to 29 Celebrity-Backed Brands
Maintaining the Cool Factor: Scaling Your DTC Brand in Traditional Channels
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How Milani Doubled Its Business, and Plans to Do It Again

Future Commerce

How Milani Doubled Its Business, and Plans to Do It Again