This is an episode of the Glossy Beauty Podcast, which features candid conversations about how today’s trends are shaping the future of the beauty and wellness industries. More from the series →Helmed for the past six years by veteran beauty executive Mary van Praag, 25-year-old mass beauty mainstay Milani Cosmetics is in the midst of meteoric growth.
“[It’s been] about 20 quarters of consecutive growth ahead of the category, so we’re very, very proud of that,” she told Glossy. “We feel like we’re just getting started.”
As reported by Glossy in July, Milani Cosmetics delivered more than 10% sales growth in 2025. It moved from the No. 10 position in mass color cosmetics to No. 7, continuing to outperform the mass category as a whole, according to NielsenIQ and Stackline.
“We set out a clear strategy [and] we’ve had phases of growth. … I’d say we’re in the catapult phase now,” van Praag told Glossy. “I created what I’d say is a world-class team, and built processes to help enable that growth with the team, step-by-step.”
Now, fresh off reaching just under $250 million in annual sales in 2025, van Praag has her sights set on topping $500 million in the next three years. “Everything that we’re planning suggests that we’re tracking to that goal,” she said. “If the past is any predictor of the future, I’m quite confident we will get there.”
