At Milk Makeup, we believe it’s not about how you wear your makeup, it’s what you do in it that matters. That’s what our mantra Live Your Look® stands for. It’s a call to fearlessly live your truth and own your unique brand of confidence.
No one embodies this ethos more than St. Vincent, our latest creative muse. A genre-defier in sound, style, and spirit, the Grammy-winning artist doesn’t follow trends, she sets her own terms.
Our fall 25 collection is inspired by that same energy: versatile, expressive, and made to perform so you can Live Your Look to the fullest.
Because makeup is just the medium. The real art is how you live.
Meet St. Vincent
With a career spanning over a decade, St. Vincent has built a sonic and visual universe entirely her own. Whether she’s commanding the stage with her hypnotic voice and legendary guitar skills or creating a hit for some of your favorite pop stars, St. Vincent does it all in her signature look.
She’s never been interested in fitting in, but rather showing up as her most expressive self. That spirit of fearless individuality is at the heart of everything we do.
"St. Vincent is the embodiment of what our mantra Live Your Look stands for—fearless self-expression, boundless creativity, and staying true to your vision,” says Mazdack Rassi, Milk Makeup co-founder and Chief Brand Officer. “Music has been in Milk’s DNA for nearly 30 years—since the birth of Milk Studios—and St. Vincent is a part of that legacy. Her partnership in this campaign bridges decades of creative energy rooted in sound, style, and self-expression."
Naturally, the pressure for a killer playlist on set was high—but nothing our team couldn’t handle.
“The energy on set with her was collaborative and exciting,” says our Senior Director of Artistry Sara Wren. “This crew was so talented, warm, and fun. We listened to David Bowie’s Station to Station, Doechii, and, of course, St. Vincent’s Daddy’s Home for some of the performance shots. You couldn’t ask for a better shoot.”
The result? Check out our fall 25 campaign video below:
How to Get St. Vincent’s Look
Our fall 25 collection is inspired by St. Vincent’s captivating presence on and off the stage. To help create St. Vincent’s fall campaign look, Sara pulled from defining looks throughout her career.
“She’s really great at creating a strong mood aesthetically, depending on where her music is at, and I wanted to stay true to that while adding a Milk Makeup edge,” says Sara. That means a bold burgundy lip that’s made for muted and in-your-face looks alike, max-volume lashes, and glassy, glowing skin that steals the show. “Her style is classic, quirky, and moody, and this look adds to the overall vibe of the set while giving a bit of definition, color, and drama,” she says.
It’s a bold yet effortless uniform for fall (and beyond), and we have every tip and trick you need to recreate it at home, courtesy of Sara.
Skin Prep“We talked a lot about skin and skin prep,” says Sara. “St. Vincent is on a stage or a plane A LOT and it’s so important when you live that rockstar life to take care of your skin.” |
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Sculpt SessionNext up: Sara applied Sculpt Stick in Toasted to play up St. Vincent’s cheekbones. Like all Sculpt Stick shades, this cool-toned color mimics the natural shadows on your face, so its creamy formula won’t ever look orange or muddy. Sara used the underpainting method to create subtle definition under the rest of the makeup for a more natural-looking finish. |
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Laying Down the BaseTo keep St. Vincent’s skin glowing from prep to wrap on set, Sara applied Hydro Grip Gel Tint in shade 4. Her pro tip: Apply in thin layers to up the ante on the longwear coverage. “I blended with a damp sponge to keep her skin and the formula really hydrated as I layered other products,” she says. This allowed Sara to further heighten Hydro Grip Gel Tint’s dewy, glass skin-like finish and ensure St. Vincent’s complexion looked fresh and glowy for up to 12 hours. To add warmth and dimension to St. Vincent’s complexion, she also applied just a touch of Matte Cream Bronzer Stick in Dazed with a large buffing brush along the hairline and tops of cheeks. |
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High Volume Lashes + BrowsFor ultra dramatic lashes, Sara “loaded” on six layers of our brand-new KUSH Big Hit Volumizing Mascara, which is totally weightless, buildable, and clump-proof, thanks to its innovative Cloud Fiber Technology. The cloud-like fibers puff up lashes for light-as-air volume and lift that lasts up to 12 hours without flaking, smudging, or drooping. “If you loved our old KUSH Mascara, you’re going to be even more obsessed with KUSH Big Hit,” says Sara. “It’s super dark black and easy to build it up for really thick, dramatic lashes that don’t look clumpy.” Then she moved onto St. Vincent’s brows, which also called for a hit of KUSH. Two, actually. First she went in with KUSH Brow Shadow Stick in Grind to lightly fill and shape, followed by KUSH Lamination Brow Gel to lock her brows in place for up to 12 hours. |
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Star of the Show“St. Vincent’s known for wearing a bright red lip, but for fall, it felt right to soften that classic look with a warm, hydrated cranberry shade,” says Sara. “It’s still a bold lip, but it’s a bold lip for 2025 St. Vincent as she moves into her next era.” The deep burgundy shade in question? That was all Lip + Cheek in Muse. “I created a more pigmented look by applying a lot of layers and blotting in between,” says Sara. “It gave an almost stain-like finish to her lips.” |
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The EncoreNo look is complete without locking it in. To keep St. Vincent’s skin looking fresh, Sara finished with Hydro Grip Set + Refresh Spray for a glassy glow that lasts up to 12 hours. Not only is it packed with skincare like hyaluronic acid and niacinamide, it’s also alcohol-free, so it actually hydrates your skin without drying it out. Finally, Sara dusted a bit of Pore Eclipse Matte Translucent Setting Powder along the T-zone to minimize oiliness. Because it doesn’t settle into lines or cause flashback, it’s one of Sara’s go-to finishers on set for smoothing everything out with an airbrushed effect. Want in on the vibe? Give it a try and tag us @milkmakeup so we can see how you Live Your Look, St. Vincent style. |
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Meet the Expert
Sara Wren (she/her) is the Senior Director of Artistry at Milk Makeup. In her role, she does all the makeup artistry and direction for our Milk Makeup global campaigns, educates the staff and field team on application methods, stars in the brand’s social media videos, and travels to different markets spreading Milk Makeup’s good vibes. When she’s not on set, Sara loves experimenting with DIY hair colors, eating tacos, watching basketball, and scouring for vintage cosmetics to add to her impressive collection.
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