Boosting Brand Power: How Milani Cosmetics Leverages Sports Partnerships for Success

Why Milani Matters

Milani Cosmetics is shaking things up in the beauty world. Even when the overall market is struggling, Milani is growing, thanks to its combination of great products and smart marketing strategies. They’ve focused on offering quality items at affordable prices. This approach has led to 12 quarters of continuous growth.

One exciting strategy was their collaboration with female athletes. For example, during the lead-up to the Paris Olympics in June 2024, Milani partnered with athletes like Jordan Chiles and Sabrina Ionescu. This campaign, “Face Set. Mind Set,” highlighted their popular Make It Last setting spray, which is designed to last through workouts and busy days.

This partnership generated a lot of buzz, racking up over four billion views across social media platforms. It shows how independent brands like Milani can successfully engage with sports sponsorships and reach vast audiences.

Jeremy Lowenstein, Milani’s Chief Marketing Officer, pointed out the perfect match between their products and athletes. He explained that being mentally and physically prepared aligns with looking good while tackling challenges.

Celebrating Women in Sports

The campaign also highlights the importance of women in sports—a value that resonates with Milani’s customers. Athletes like Jordan Chiles have shared their love for Milani, making it relatable and authentic.

Even during setbacks, such as weightlifting champion Mattie Rogers dealing with an injury, the brand supported her focus on mental health and recovery, which adds depth to the campaign.

Growing Milani’s Brand Presence

Thanks to these collaborations, Milani has seen a surge in public interest and media coverage. They enjoyed over 80 articles written about them, reaching billions of people. Milani’s focus on high-quality, affordable products appeals to many consumers, especially when stacked against pricier brands.

Founded in 2001, Milani has now become a strong player in the beauty industry. They achieved around $200 million in retail sales and are among the top mass-market makeup brands. While the overall market experienced a downturn, Milani continues to thrive, showcasing its effective strategies and dedication to quality.

Looking Ahead

Milani’s recent collabs with athletes showcase their commitment to staying relevant in a crowded market. Their products, like the Color Fetish Matte Lipsticks, have gained significant buzz on social media, proving that even affordable brands can create waves in the beauty sector.

Lowenstein is optimistic about the future and believes that the combination of innovative products and a focus on inclusivity will keep Milani on the path to success. They are set to inspire many with their dedication to quality, performance, and style.