The Brief

Cult’s brief from beauty mavericks, Milani Cosmetics was to drive a smart social-first campaign to celebrate the launch of its new Highly Rated Anti Gravity Mascara. And showcase, with a diverse cast of Milani Maker talent, that this mascara gives you truly out of this world lashes.

What We Did

Cult created #ToYouAndBeyond — a social-first campaign that empowered and elevated underrepresented voices in beauty.

To bring the campaign to life, we worked with an inclusive cast of influencer and creator talent, who engaged Milani Makers across the globe through disruptive social content and innovative AR filters. All to spread Milani’s core messaging of the #ToYouandBeyond campaign; celebrating the language of our eyes and individuality.

CMO of Milani, Jeremy Lowenstein says: “Our new mascara is already reaching new heights in terms of sales performance along with close to 700 consumer reviews and great social content! This is truly a launch of firsts for us here at Milani.”

  • +132% sales increase at Target, in just one week of creator content being live

  • +250% uplift in brand revenue vs the previous period

  • 7m views across all TikTok content