Milani Cosmetics is a popular brand of color cosmetics designed for women of all races, ages and income levels. The brand launched in 2002 and is family-owned and operated. The line can be purchased at major retailers and pharmacies like Walmart, Kmart, CVS and Walgreens.
Since its launch, Milani has become one of the top-selling brands of color cosmetics available on the mass market. One reason for this is Milani Cosmetics' philosophy of bringing more color options to a wider variety of skin tones. As diversity grows, more women of different nationalities use color cosmetics. These women, who have trouble finding their exact color match with other brands, are Milani's target customers. The brand creates lip, eye, face and nail color products with higher color intensity typically found in more upscale and expensive brands. By offering potent color options, luxurious packaging and high-quality formulas at a lower price point, Milani appeals to a broader audience of varied demographic profiles.
Popular Milani lip products include Color Statement Lipstick and Brilliant Shine Lipgloss. Top-selling eye products include Runway Eyes Eyeshadow, Shadow Eyez Eyeshadow Pencil, and Grandissimo Lashes Mascara. Smooth Finish Cream-to-Powder Makeup, Bronzer XL and TANtastic Face and Body Bronzer are popular face products, and High Speed Fast Dry Nail Polish is one of many nail products available.