#NOFILTERJUSTMILANI
FORGET THE FILTER
FORGET THE FILTER
In a world obsessed with filters and flawless online personas, Milani Cosmetics took a stand with #NoFilterJustMilani - a digital-first, unretouched beauty campaign celebrating authentic beauty.
For some of the five featured creators, this was their first commercial beauty shoot, a casting decision that reflected Milani’s commitment to true inclusivity and authenticity.
I worked hand in hand with Milani’s phenomenal Creative Director, Valerie Enriquez, to bring this campaign to life with Cult's creative, strategy and production dream team.
CONCEAL + PERFECT
Designed to hero the brand’s best-selling Conceal + Perfect 2-in-1 Foundation, the campaign spotlighted emerging beauty talent from Milani’s global community of beauty enthusiasts who champion self-confidence, inclusivity and joy.
Shot in LA by Shan Benson, the campaign showcased before-and-after visuals that embraced natural skin while demonstrating the buildable coverage of Milani’s foundation. The OOH and digital-first approach strengthened Milani’s connection to its community and reinforced its reputation as a brand that elevates real beauty.
