Milk Makeup has appointed its new global artistic director from within its founding family.
Frank B assumed the position on Feb. 9 and now reports to Diana Briceno, chief marketing officer.
“Being involved in shaping the original artistic vision for Milk Makeup in 2016 and helping define the brand from its earliest stages makes me the perfect candidate to understand who the Milk girl is now and then,” Frank B said in a statement. “Milk Makeup is excited about growing with our customer who has been with us for the last 10 years and also inspiring a new generation.”
Makeup by Frank B on model Anja Konstantinova for Milk. (Shot by Collier Schorr)
In the last three decades Frank B has contributed to several major campaigns for luxury fashion houses such as Marc Jacobs, Etro and Sportmax, as well as editorial shoots for titles including Elle, Harper’s Bazaar, Homme Girls and i-D. In doing so, he’s worked with a litany of stars and supermodels, from Teyana Taylor to Kendall Jenner. And yet, he started his career as a graffiti artist and a photo assistant.
“My route into makeup and beauty was very nontraditional,” Frank B said. “I’d say my real love for makeup came from two things: being into punk rock at an early age and wearing makeup, and watching my mom have her makeup done by all her friends who were makeup artists in New York City in the ’70s and ’80s,” he continued, adding that these experiences continue to inspire his creative vision.
In his new role, the makeup mogul will return to the roots of the Milk brand, which originally launched as an offshoot of cofounder Mazdack Rassi’s creative studio, Milk Studios. “Milk Makeup defined the modern girl and woman when the brand launched in 2016, and in 2026, we want to speak to that person again, though now she is a bit older and has grown up like the brand,” he said.
The news of Frank B’s appointment a year after the Waldencast-owned brand revealed plans to enter more than 600 Ulta Beauty doors, marking its only U.S. retail expansion since 2016 when it launched in Sephora. There was a brief time when Milk was available at Urban Outfitters; however, the retailer quietly discontinued the assortment around 2020.
Milk Makeup’s Cooling Water Jelly Tints
courtesy of milk makeup
Speaking with WWD at the time of the Ulta launch, Milk’s former chief executive officer Tim Coolican said consumers can expect innovations similar to its bestselling Cooling Water Jelly Tints created by Milk cofounder Dianna Ruth. As previously reported by WWD, the spongy cheek and lip tints went viral well before their 2024 launch, garnering a waitlist of more than 60,000 before about 400,000 units were sold in the first three months on the market.
It’s buzzy products like the jelly tints that separate Milk from its competitors, Frank B said. “What differentiates Milk Makeup in the space is the balance of being cool and edgy while also having the best technology. There is always a huge focus on what goes into the products to keep them clean, thinking about using natural ingredients that benefit you, while always keeping it very cool, fun and easy to use.”
