2 months ago
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Milk Makeup’s Cooling Water Jelly Tint blush sticks were an instant TikTok hit when they launched in January, with a 60,000-person strong waitlist of consumers hoping to get their hands on one of the candy-colored, wiggly blush sticks. But what is TikTok virality really worth beyond views and likes?
According to Milk Makeup owner Waldencast, it’s worth double-digit growth. On Tuesday, the beauty group, which also owns the professional-grade skin-care brand Obagi Medical, announced a net revenue comparable growth increase of 25.7% for the second quarter of 2024.
“Forecasting, especially in beauty and makeup, is notoriously difficult. There is no benchmark in the market for a jelly lip and cheek product. We invented it,” said Michel Brousset, co-founder and CEO of Waldencast, regarding Milk’s viral blush sticks, which helped boost Milk’s revenue to $28.7 million during Q2, or a growth of 20% compared to Q2 2023. “We couldn’t keep up with the demand.”
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