Milani Cosmetics is unveiling a new brand identity that officials say is aligned with intention and product quality at the heart.

Its new campaign, “What’s Inside Is Everything,” marks the first major initiative under Milani’s brand refresh, which includes a refined brand expression alongside new ingredients and updated packaging for its Baked Collection. It reinforces the company’s long-term strategy to redefine and elevate the mass and drugstore beauty experience by bringing what officials call a “luxury-grade” brand to scale.

“Milani’s brand refresh marks a deliberate step forward in our evolution as an independent beauty brand with strong momentum and a clear growth strategy,” said Milani Cosmetics CEO Mary van Praag. “As we continue to scale the business and build on 17 consecutive quarters of growth, we are sharpening our focus on product excellence, craftsmanship and brand clarity, the fundamentals that have driven our success to date. The What’s Inside Is Everything campaign brings this strategy to life by reinforcing our belief that long-term brand value is built on quality, integrity and relevance in today’s mass beauty landscape.”

Baked Collection

Milani is kicking off the new campaign with its Baked Collection—a cornerstone of the brand’s portfolio. Made in Italy and debuted five years ago, the cheek complexion trio relaunches with new ingredients and a refreshed design. The collection, which includes Baked Blush, Baked Bronzer and Baked Highlighter.

Inspired by the Italian Makeup Valley, the formulas are infused with grape leaf extract and olive fruit oil rich in vitamin E. Delivering up to 12 hours of buildable color in satin and shimmer finishes, the Baked Collection continues to grow; it now includes Baked Blush in eight shades—four Milani classics and four new additions—alongside four new shades in both the Baked Bronzer and the Baked Highlighter collections.

Los Angeles Pop-Up

In celebration of the “What’s Inside Is Everything” campaign, Milani will host a consumer pop-up event in Los Angeles on Feb. 28. The experience will bring the campaign to life through creator-led storytelling, spotlighting the depth and individuality of today’s beauty consumers and the role creators play in shaping how they discover and experience beauty.

The campaign has roll outed across digital, social and streaming platforms, including MilaniCosmetics.com, Facebook, Google, Instagram, Pinterest, TikTok, YouTube, Amazon Media and Prime Streaming TV.

Watch the campaign video here: