PS Photography | Naomi Parris PS Photography | Naomi Parris

In recent years, the beauty industry has taken on a more sensorial approach to marketing. From descriptive names likened to delicious-sounding foods (see: blueberry-milk nails ) to products that have an unusual texture (hello, Danessa Myricks' Yummy Skin Serum ), makeup products, in particular, have become as much about the feelings that they invoke as they have about the performance. Milk Makeup is a brand that's well mastered this marketing tactic, especially with its Cooling Water Jelly Tint Lip + Cheek Blush Stain ($26).

Releasing with what felt like instant TikTok virality, the blush originally released with four shades, having now graduated to seven since it's become so popular. As the name suggests, the cosm

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