Milk Makeup Expands Popular Hydro Grip Range with New Gel Concealer
Viral beauty brand Milk Makeup is kicking off the year with significant momentum, introducing not one but two innovative product launches that are already generating excitement among beauty enthusiasts. The brand continues to build on its successful Hydro Grip collection with a new addition that promises to deliver both coverage and skincare benefits.
Hydro Grip Gel Concealer: A Skincare-Infused Formula
The Hydro Grip Gel Concealer represents the latest evolution in Milk Makeup's highly coveted Hydro Grip lineup, which already includes popular items like primer, setting spray, and tinted moisturizer. Priced at £26, this new concealer features a clever twist-up stick design with a unique gel-to-cream formula that melts seamlessly into the skin.
The formulation is packed with a powerful combination of hydrating and texture-smoothing ingredients including hyaluronic acid, blue agave extract, squalane, and aloe butter. These components work together to provide intense moisture while optical brighteners help combat dark circles effectively. Available in an impressive range of 26 shades, the concealer offers natural-looking coverage that avoids any cakey or heavy feeling, instead delivering a brightening, dewy finish that enhances the skin's natural radiance.
Metro's shopping contributor Louise Whitbread had the opportunity to test the Hydro Grip Gel Concealer before its official launch and has become an immediate advocate for the product. She particularly appreciates the application versatility, noting that it can be applied directly to the skin under the eyes, on blemishes, or areas of redness, then blended effortlessly with just a finger swipe.
Professional Endorsement and Application Tips
The concealer has already garnered attention from beauty professionals, including makeup artist Katie-Jane Hughes, who showcased the product in an Instagram tutorial. Hughes described the texture as "balmy" and particularly recommended it for those with dry skin. For individuals with oilier skin types, she suggests setting the concealer with powder to ensure longevity throughout the day.
Jelly Shimmer Sticks: Sparkling Multi-Purpose Makeup
Milk Makeup's second launch revisits and expands upon the brand's internet-breaking jelly blush sticks from 2024. The new Jelly Shimmer Sticks, also priced at £26, incorporate multi-dimensional pearls to create a special sparkling effect for everyday makeup looks.
Versatile Application and Skin-Friendly Formula
These compact cooling sticks offer remarkable versatility, allowing users to add shimmer to eyelids, cheeks, lips, and even the body with simple swiping motions. Despite their pearlescent finish, the sticks are completely glitter-free and formulated to be safe for sensitive skin types. The vegan-friendly formula includes collagen, aloe, and seawater to refresh the skin while delivering a pleasant cooling sensation.
The Jelly Shimmer Sticks come in four distinct pearlescent shades: Ice Pop (a cool white and pink combination), Bubbly (featuring gold and silver tones), Frosé (a rose gold hue), and Boba (a violet blue shade). Milk Makeup's director of artistry, Sara Wren, demonstrates multiple ways to incorporate these shimmer sticks into makeup routines, using them as eyeshadow toppers for effortless sparkle, tapped onto cheekbones for instant luminosity, or applied directly to lips for a creamy, hydrating finish.
User-Friendly Features and Festival-Ready Appeal
The balmy texture of the Jelly Shimmer Sticks requires minimal blending and creates no messy fallout that might cling to eyelashes throughout the day. Milk Makeup recommends applying the sticks directly to the face for a wet-look shine, with the option to layer for more intense payoff. These characteristics make the products particularly suitable for upcoming festival seasons, where quick, fuss-free application and eye-catching effects are highly valued.
Availability and Anticipated Demand
Both the Hydro Grip Gel Concealer and Jelly Shimmer Sticks are currently available for purchase exclusively through Space NK retailers. Given Milk Makeup's track record of creating viral beauty products and the early positive reception from both consumers and professionals, beauty enthusiasts are advised to secure these items promptly before potential sell-outs occur.
The simultaneous launch of these two innovative products demonstrates Milk Makeup's continued commitment to developing makeup that combines aesthetic appeal with skincare benefits, while maintaining the brand's signature approachability and user-friendly application methods that have made it a favorite among beauty consumers worldwide.
