New York-based cruelty-free and vegan cosmetics brand Milk Makeup is set to launch in the UK. According to Elle, the brand's entire range will launch online with Cult Beauty. The company will also host a two-day pop-up event in Covent Garden to celebrate. Co-founded by Marie Claire editor Zanna Rassi, Milk Makeup is on a mission to make cosmetics that are creative and unique. Elle notes,\u00a0"Taking classic beauty products and turning them on their head, Milk combines the latest game-changing ingredients with refreshingly practical and fun ways to apply your everyday make-up."\u00a0 CBD is one ingredient of choice. Thought by some medical professionals to have relaxing, anxiety-relieving health benefits, non-psychoactive cannabinoid CBD can also help to condition your brows, according to Milk, leading to the launch of "Kush" brow gel\u00a0back in July. The company also offers "Kush" mascara, which launched on April 20 last year - the widely recognized cannabis holiday.\u00a0At the end of 2018, the brand also introduced a new kind of face mask in the form of a roll-on stick, as well as cooling caffeine-infused under eye patches. View this post on Instagram These bags? They're #coolingwaterpatches ?? - Leave a ?if you need these! @sephora A post shared by Milk Makeup (@milkmakeup) on Dec 26, 2018 at 3:04pm PST Born in New York's Milk Studios - a photography studio - in 2016, Milk Makeup has always been cruelty-free, but it only became 100 percent vegan last year. In a press release about the change, the brand called veganism "the new focus in beauty." But being vegan means more to the company than just following a trend. "At Milk Makeup, we make our products vegan because it's a no-brainer," it stated\u00a0at the time.\u00a0"They're friendlier to the earth; they're friendlier to your skin, and they offer major payoff without any compromise." It continued,\u00a0"We believe the ingredients you put on your skin really matter and we find safe synthetic and natural alternatives that have you covered in all the ways." The vegan beauty market is growing in the UK; major chains Lush and The Body Shop consistently launch new cruelty-free plant-based products, and there are a variety of vegan beauty subscription services on offer, such as KindLook, which launched back in August 2018. The Milk Makeup pop-up in Covent Garden take place on January 26 and 27 and the collection will go live with Cult Beauty on January 28. Image Credit: Milk Makeup Become a CLUBKINDLY member today!