Milk Makeup is putting a new generation of New York City creatives in the spotlight with its latest campaign, naming Wet Leg frontwoman Rhian Teasdale as the brand’s newest face.
The campaign arrives as Milk Studios celebrates its 30th anniversary and Milk Makeup marks 10 years. To commemorate both milestones, the brand opened its SoHo headquarters this summer for an open casting call that attracted more than 1,000 aspiring artists, performers and creatives, with crowds stretching around the block.
The casting call became the foundation for a new campaign film that places emerging New York talent alongside Teasdale, reflecting the city’s reputation as a hub for music, fashion, art and self-expression.
For Teasdale, the campaign represents her first-ever beauty brand partnership. Known for her unconventional style and work as the frontwoman of British indie-rock band Wet Leg, she brings a music-driven sensibility to a brand that has long connected beauty with downtown culture.
The campaign film, which launched September 14, follows the evolution of the project through four phases: “The Call,” “The Audition,” “The Film” and “The Party.” Rather than relying solely on established faces, Milk Makeup used the initiative to spotlight creatives from the city’s next generation.
The film was led by Milk Makeup Global Artistic Director Frank B and Creative Director Marie Noorbergen. Arnaud Uyttenhove directed the project, while Sergio Reis handled choreography. Reis is known for his work with brands including Gap, Calvin Klein, Nike, SKIMS and Mercedes, as well as artists such as Tate McRae and Charli XCX.
The campaign’s casting process reflects Milk Makeup’s return to the spirit that helped define the brand: New York City, creativity and individuality. The selected creatives appear alongside Teasdale, creating a campaign centered on personalities and artistic expression rather than traditional beauty advertising.
The campaign was unveiled during Milk Makeup’s New York Fashion Week event on September 12 at Marquee NYC. Teasdale also performed a DJ set during the event, followed by a performance from The Dare.
The creative team includes Shay Nielsen, who handled casting, and Sarah Richardson, editor-in-chief of Beyond Noise, who served as stylist.
With Teasdale at the center and a cast drawn directly from New York’s creative community, Milk Makeup’s latest campaign celebrates the city’s ability to continually produce new voices, styles and cultural movements.
The campaign also marks a return to the brand’s roots, using beauty as a platform for music, art, movement and self-expression while giving emerging NYC creatives a place in the spotlight.