Milani

Milani Cosmetics launched in 2002 in Los Angeles as a family-founded drugstore brand built around shade inclusivity at a time when most mass-market lines stopped at a narrow tonal range. The Baked Blush and Baked Bronzer launched the brand into TikTok-era virality almost two decades after its founding — the Baked Blush in Luminoso became one of the most-recommended NARS Orgasm dupes on YouTube and dominated drugstore-blush rankings for years.

The brand expanded into cream and liquid blush (Cheek Kiss, Color Fetish), the Color Statement lipstick line, and the Conceal + Perfect 2-in-1 Foundation. Milani is sold at CVS, Walgreens, Target, Walmart, Ulta, and Amazon, and remains one of the few US drugstore brands with a meaningful shade range below mid-deep complexion tones — a reason it consistently shows up in shade-inclusive drugstore roundups.