Milani Cosmetics Nears $250 Million in Sales, Sets $500 Million Target

Milani Cosmetics is approaching $250 million in annual sales after nearly doubling its revenue over five years, and the mass beauty brand is now targeting $500 million in annual sales within three years. CEO Mary van Praag has overseen the brand's climb from No. 10 to No. 7 in the mass color cosmetics rankings, with more than 10% growth recorded in 2025.

The company says the next phase of growth will be driven by retail expansion and a continued focus on its core customer and core product lineup. Milani's assortment spans color cosmetics, setting sprays, primers, blushes, and lip products, with individual items priced largely between $12.99 and $19.99. The brand also operates a direct-to-consumer channel anchored by Club Milani, a loyalty program offering points, birthday rewards, and promotional access.

Reaching $500 million would require roughly doubling revenue again, a pace the brand has already demonstrated over the prior five-year period. The company has not disclosed the specific retail doors or channels it intends to enter as part of its expansion push, but naming retail execution as the primary growth lever suggests Milani sees meaningful whitespace in physical distribution.

Why it matters

The mass color cosmetics category is one of the most crowded and price-sensitive shelves in beauty retail. A brand moving from tenth to seventh in category rankings over five years signals real share gains against well-capitalized competitors, not simply category-wide volume growth. Milani's trajectory is notable because it appears to have been achieved through product focus and distribution discipline rather than acquisition or brand portfolio expansion. As the brand approaches the $250 million mark, it reaches a scale at which it becomes a materially more significant partner for major retailers, creating a compounding dynamic where stronger shelf presence can itself drive further growth. That makes retail expansion a logical next lever, but also one that carries execution risk in a segment where promotional pressure remains intense.

What to watch

The central open question is whether Milani can sustain the growth rate required to reach $500 million within three years. Progress in category rankings, from seventh toward the top five, would be an early external signal that the retail expansion strategy is translating into durable share gains. How the brand balances its direct-to-consumer loyalty infrastructure against the demands of a broader brick-and-mortar push will also merit attention, particularly if margin dynamics shift at higher distribution volumes.

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Sources

• Milani Cosmetics | Free U.S. Shipping on orders over $35