Mary van Praag was appointed global chief executive officer (CEO) of Milani Cosmetics in 2020, bringing more than 30 years of global, omni-channel experience to the cosmetics company. Prior to joining the beauty company, she was president of the Intimates Group of Chico’s FAS, which includes Soma and TellTale brands, where she led significant growth. Her decades of cosmetics and beauty experience include roles as CEO of Perricone MD where she led the prestige skincare brand through digital, broadcast and international expansion.
 
Previously, she held international and domestic executive leadership roles at Coty, Inc., including serving as general manager of OPI Products Inc.; general manager of Coty Canada, as well as corporate and regional positions at Top 50 companies Johnson & Johnson and Revlon. For more Top 50 companies, look here!
 
Simply said, Mary van Praag knows the beauty industry well. The Los Angeles-based cosmetics expert took time to chat with Happi.com on what’s new at Milani and what’s next for this innovative beauty brand.

 

 
Happi: What are the latest cosmetics trends and how is Milani meeting these consumer demands?
 
MVP: When speaking on trends in cosmetics, it’s hard not to bring up the impact of TikTok and other social media platforms that play a large hand in creating short-lived flash trends. However, there are standouts such as the no-makeup makeup look, multifunctional products and customizable coverage or color build products – the common thread being simplicity which appeals to the consumers’ ‘beauty positivity’ movement, busy lifestyles, informed purchasing decisions, and a preference for minimalism.
 
As consumer demands evolve in the cosmetics industry, Milani constantly adapts to stay current to ensure that our customers always have access to the latest trends while continuing to develop our core evergreen franchises.
 
Aligning with current trends, the recent #NoFilterJustMilani campaign showcased our Conceal + Perfect 2-in-1 Foundation + Concealer, a celebrated hero product known for its dual-purpose functionality and extensive shade range. The campaign celebrates natural faces free from digital alteration. Our versatile Make It Last Setting Spray, which acts as a primer, corrector, and setting spray recently secured the top spot in its category.
 
By offering products with buildable pigment, Milani empowers customers to tailor their coverage or intensity and effortlessly transition from a natural to a full glam look. Furthermore, our blush range has received considerable praise, securing the number two spot in its category.
 
 
Happi: For Summer 2023, what’s going on at Milani for eyes and lip color products? What's new and why?
 
MVP: Some recent trends that we’ve seen are bold lips—most notably the classic red lip— as well as dramatic lashes and the glam grunge aesthetic. As we transition from the “clean girl” and “that girl” beauty trends of 2022, which emphasized neutral tones and a focus on natural makeup, it's no surprise to see a growing desire for color in the market. However, the influence of the clean girl era persists, with minimal makeup continuing to hold strong. Milani is at the forefront of these trends, offering a range of affordable and accessible products that can be used for bold and daring looks as well as the ever-popular minimal makeup trend.
 
We launched the Highly Rated Lash Extension Tubing Mascara at the beginning of the year to offer an affordable tubing-technology mascara that dramatically lengthens and volumizes, but still has a luxury formula and performance that is on par with prestige brands.
 
In April, we launched the Stay Put Matte Liquid Lipsticks, available in 12 bold and highly pigmented shades including our perfect red in Red Flag.
 
We also recently launched Gilded Eye Shadow Mini Palettes in five shade ranges along with eight single-color Gilded Eyeshadow Sticks, allowing users to create a wide range of looks from bold, smokey to naturally flawless. Our Fruit Fetish Lip Oils and Keep It Full Maxxx Balmshell Lip Plumper, which launched last year, are still seeing much demand which proves that the natural makeup is still ‘in’.
 
Milani's offerings in Lip Oil, Lip Plumper and Shadow categories have garnered significant attention and praise, securing the number one position in each category.
 
 

Happi: What are some future trends in makeup to look out for in 2024?
 
MVP: We are always keeping a finger on the pulse of the ever-evolving beauty industry landscape. Looking ahead to 2024, we foresee several key trends that will shape the industry led by Gen Z – who will continue to influence and drive consumer behavior.
 
One significant trend we anticipate is the continued rise of dupe culture. The modern makeup consumer is savvy and well-informed, searching for affordable alternatives to high-end products without compromising on quality. Milani has always devoted itself to offering a variety of exceptional makeup options that cater to this demand, providing on par formulas at a fraction of the cost of prestige brands.
 
Another vital trend is the growing importance of well-rounded, 360-inclusivity where brands are now held to a standard to provide a comprehensive range of products that suit all skin tones. However, diversity and inclusion has been at the core of the Milani brand promise since the very beginning. We test and formulate all of our cosmetics – not just our complexion products – but all of our color cosmetics to provide the best pigmentations for all skin types. Milani has and will always offer an extensive selection of shades that empower consumers to find their perfect match.
 
Since the Milani Cosmetics’ inception in 2001, we have always prided ourselves on diversity, affordability, accessibility, and most importantly – quality makeup. We are fortunate to meet the evolving needs of the modern beauty consumer in 2024 and beyond through our commitment to offering luxury formulas that are on-trend, timeless and inclusive.