Milk is known in New York City and Los Angeles as a fashion mecca of sorts. Their enormous lofts are home to runway shows, fashion shoots and art openings to name a few of the buzzy happenings that go down under their roofs. Since everything they touch turns to cool, we were immediately interested in the Milk Makeup launch (available on February 8th—just in time for Valentine’s Day). Of course, it’s no surprise the 85-piece range feels fresh with lipsticks and eyeliners modeled in the shape of office highlighters (talk about precision cat eyes!), barely-there concealer in a fast-acting roll-on and blotting sheets that also double as rolling papers. The lipsticks are highly pigmented and made to work wonders with a single dab for a no-fuss approach, but can also be layered to create a high-impact evening look. Here, 5 products we plan to stock up on effective immediately.