KUSH is the new MILK MAKEUP High Volume Mascara
Aptly named Kush, this brand-new formula uses one special ingredient from the cannabis plant: CBD-rich cannabis oil. Injecting CBD into your beauty routine isn't thatgroundbreaking of a concept: There are bath bombs, body lotions, salves, lip balms, and pedicure treatments that already exist in the market highlighting the non-psychoactive ingredient. However, this is one of the first mainstream makeup products to launch in a mass retailer and, because of that, it's hard not to expect its controversial formulation to shake up the industry.
Dianna Ruth, co-founder and COO of Milk Makeup, tells Refinery29 that ever since its inception, Milk Makeup planned on working cannabis oil into its product formulations. Kush is the first because, as Ruth explains, it just made sense. To create a mascara that was vegan, worked as effectively as the top-rated finds that shared Sephora shelf space, and utilized a formula that didn't leave your lashes dry and crusty meant seriously considering cannabis oil (without traces of THC) as a hero ingredient in makeup.
Ruth tells that Kush is no mere publicity stunt: Milk discovered that using the oil in a mascara made for a super conditioning, a flake-free formula that leaves lashes healthy and comes off easily at the end of the day.
But a mascara can't just condition lashes and expect to sell out. What really ups the ante are the heart-shaped fibers, which are the first to be formulated in the U.S., emulsified inside Kush's formula. When applied to the lashes, the fibers lay evenly together, like a puzzle, to add drama and volume without any of the fuss of its string-like predecessors. Ruth explains that when mixed in a lab vat, the formula fills the hollowed-out fiber hearts, like tiny cushions, ultimately leading to the mascara's volumizing effect.
Milk Makeup officially launched the Kush Mascara ($24), on Sephora, April 20th.
Read the full review here: https://www.refinery29.com/2018/04/196386/milk-makeup-kush-mascara-review