Top 10 Best Milk Cosmetics

CLEANSING WATER - Hydro Ungrip is a refreshing, 92 natural micellar water that gently and fully removes makeup, cleanses, and hydrates skinno rinsing required. This product is paraben free, gluten free, oil free, and fragrance free.. SKINCARE SUPERCHARGED - Blue agave extract and micellar technology act as a super magnet to effectively grip away makeup, dirt impurities. Hemp seed extract, hyaluronic acid, and aloe help hydrate and soothe skin for a dewy, healthy-looking glow.. HOW TO USE - Can be used morning night. Soak a Hydro Ungrip Reusable Pad sold separately on a push-down pump. Gently swipe across face, eyes, lips, and neck. No need to rinse. Avoid getting into eyes if this occurs, rinse thoroughly.. WHO WE ARE - Milk Makeup is all about good ingredients with epic payoff. We believe beauty isnt about how you create your look, its what you do in it that matters..

UNDER EYE GEL STICK - This cooling under eye gel stick helps reduce the look of puffy eyes with caffeine and soothes with seawater for hydrated, refreshed skin It is paraben free, silicone free, oil free, alcohol free, gluten free, talc free, and soy free. SKINCARE SUPERCHARGED - Caffeine helps reduce the appearance of puffiness for refreshed, energized-looking skin Natural seawater helps soothe and hydrate skin. HOW TO USE - Glide the gel formula under the eyes or all over your face and body for a quick refresh Store in the fridge for extra chill. WHO WE ARE - At Milk Makeup, our philosophy is simple We start with good ingredients turn them into effective formulas, which results in easy-to-use makeup Because beauty isnt about how you create your look Its what you do in it that matters.

HYDRATING LIQUID BLUSH - Bionic Blush is an award-winning liquid blush that can be blended sheer or built up for a weightless finish dewy flush of color. This product is vegan, cruelty free, paraben free, silicone free, fragrance free, and gluten free.. IMPROVES THE LOOK OF SKIN - Snow mushroom, reishi mushroom, and hyaluronic acid deliver supercharged hydration for smoother, plumper-looking skin. Vegan plant-derived collagen helps improve the look of skin texture, elasticity, and firmness.. HOW TO USE - Shake well before use. Gently squeeze tube to dispense a tiny dot of formula. Softly blend into skin with fingertips, brush, or sponge. Add more to build and intensify color. Can be worn alone or applied seamlessly over any makeup.. WHO WE ARE - At Milk Makeup, our philosophy is simple We start with good ingredients turn them into effective formulas, which results in easy-to-use makeup. Because beauty isnt about how you create your look. Its what you do in it that matters..

GRIPS, HYDRATES, GLOWS - This makeup set features our full-size Hydro Grip Primer and full-size Hydro Grip Set Refresh Spray. Its the perfect first and last step to lock in your look.. LOCKS IN MAKEUP - Hydro Grip Primer is a hydrating face primer with hyaluronic acid that grips makeup for up to 12 hours and hydrates skin to prevent makeup meltdown caking. It is paraben free, silicone free, oil free, fragrance free gluten free.. SET REFRESH - Hydro Grip Set Refresh is a dual-phase, alcohol-free makeup setting spray that locks in makeup for up to 12 hours hydrates for a breathable, glassy glow. This product is free of parabens, fragrance, sulfates, phthalates talc.. WHO WE ARE - At Milk Makeup, our philosophy is simple We start with good ingredients turn them into effective formulas, which results in easy-to-use makeup. Because beauty isnt about how you create your look. Its what you do in it that matters..

HIGH-VOLUME LASHES - KUSH Mascara is an award-winning mascara for super-thick, full lashes from root to tip. This product is vegan, cruelty free, paraben free, silicone free, alcohol free, fragrance free, gluten free, and coal tar free.. SOFT, FLEXIBLE HOLD - Hollow heart-shaped fibers create longer, fuller, thicker-looking lashes. Conditioning hemp-derived cannabis seed oil keeps lashes soft, never stiff. Vegan beeswax keeps fibers locked onto lashes, preventing fallout.. HOW TO USE - Wiggle the brush from the root of your lashes to the tip. Use the tapered tip of the brush to reach and define inner corner and bottom lashes. Layer to desired intensity.. WHO WE ARE - At Milk Makeup, our philosophy is simple We start with good ingredients turn them into effective formulas, which results in easy-to-use makeup. Because beauty isnt about how you create your look. Its what you do in it that matters..

FACE MOISTURIZER - Vegan Milk Moisturizer is a nourishing, fragrance-free daily face moisturizer that absorbs quickly to deeply hydrate for softer, smoother-looking skin. This product is paraben free, silicone free, gluten free, and dairy free.. DEEP HYDRATION - Formulated with Desert Milk, which uses microdroplet technology to help skin stay moisturized, plus hyaluronic acid for an extra boost of hydration. 100 of users said skin looks and feels hydrated, nourished, and replenished.. SOFTEN SOOTHE - Fig milk, shea butter, and oat milk refresh, soften, and soothe skin. Argan milk, grapeseed oil, and plant-derived squalane seal in moisture and help provide antioxidant benefits.. HOW TO USE - Warm up in hands first for quicker absorption. Massage a dime-sized amount into skin with fingertips. Use morning and night.. WHO WE ARE - Milk Makeup is all about good ingredients with epic payoff. We believe beauty isnt about how you create your look, its what you do in it that matters..

HIGH-VOLUME LASHES - KUSH Mascara is an award-winning mascara for super-thick, full lashes from root to tip. This product is vegan, cruelty free, paraben free, silicone free, alcohol free, fragrance free, gluten free, and coal tar free.. SOFT, FLEXIBLE HOLD - Hollow heart-shaped fibers create longer, fuller, thicker-looking lashes. Conditioning hemp-derived cannabis seed oil keeps lashes soft, never stiff. Vegan beeswax keeps fibers locked onto lashes, preventing fallout.. HOW TO USE - Wiggle the brush from the root of your lashes to the tip. Use the tapered tip of the brush to reach and define inner corner and bottom lashes. Layer to desired intensity.. WHO WE ARE - Milk Makeup is all about good ingredients with epic payoff. We believe beauty isnt about how you create your look, its what you do in it that matters..

VOLUMIZING LASH PRIMER - KUSH Lash Primer is a thickening lash primer that layers seamlessly under mascara to create a volumizing base that conditions and nourishes lashes. This product is paraben free, gluten free, and talc free.. WEIGHTLESS LONG LASTING - Seed oil conditions for healthier-looking lashes. Thickening heart-shaped fibers prime lashes with a layer of weightless volume.. HOW TO USE - Wiggle the cone-shaped spiral brush from root to tip, using the brush head to coat each lash. Layer mascara on top for added volume and pigment.. WHO WE ARE - Milk Makeup is all about good ingredients with epic payoff. We believe beauty isnt about how you create your look, its what you do in it that matters..

CLEANSING BALM - Hydro Ungrip is a no-residue, 85 natural cleansing balm that melts away stubborn makeup, SPF, dirt, and impurities to leave skin clean, soft, and hydrated. This product is paraben free, alcohol free, gluten free silicone free.. SKINCARE SUPERCHARGED - Blue agave extract, soybean oil, and sunflower oil thoroughly cleanse without stripping skin. Hemp seed extract, hyaluronic acid, and aloe help hydrate and soothe skin for a healthy-looking glow.. HOW TO USE - Gently massage a generous amount to dry skin, focusing on areas like stubborn eye makeup. Add water to emulsify into a milky lather. Rinse with warm water. Wipe clean with a Hydro Ungrip Reusable Pad sold separately or damp washcloth.. WHO WE ARE - Milk Makeup is all about good ingredients with epic payoff. We believe beauty isnt about how you create your look, its what you do in it that matters..

LIQUID BRONZER - Bionic Bronzer is a 90 natural, weightless liquid bronzer that can be dialed up for a warm, sunkissed finish or sheered out for a soft, diffused contour. It is paraben free, silicone free, fragrance free, and gluten free.. SKINCARE SUPERPOWERS - Snow mushroom, reishi mushroom, and hyaluronic acid hydrate to give you smoother-looking, plumper-looking skin. Plant-derived collagen helps improve the look of skin texture, elasticity, and firmness.. HOW TO USE - Shake well. Gently squeeze tube to dispense a small dot of formula. Softly blend into skin with fingertips, brush, or sponge for a sunkissed bronze. Add more to build and intensify color. Can be worn alone or applied over other makeup.. WHO WE ARE - Milk Makeup is all about good ingredients with epic payoff. We believe beauty isnt about how you create your look, its what you do in it that matters..

SLEEK, LIFTED BROWS - KUSH Brow Lamination Gel is a clear gel that lifts, shapes, and sets brows for a brushed-up, laminated effect that lasts for up to 8 hours. This formula is clean, vegan, cruelty free, paraben free, and alcohol free.. SOFT, NOT STIFF - Hemp-derived cannabis seed oil acts like a hair mask for your brows to condition, nourish, and help prevent flakingso it gives you a sleek, laminated finish that never feels stiff or dry.. HOW TO USE - Use the longer bristles on the Brow Lift Brush to evenly coat and lift brows. Use the shorter bristles to define brows and gently press down for 10 seconds to set in place. Wear alone or on top of your favorite brow product.. WHO WE ARE - Milk Makeup is all about good ingredients with epic payoff. We believe beauty isnt about how you create your look, its what you do in it that matters..

PRIMER STICK - Stick it to shine. Whenever, wherever. This mattifying blur stick controls shine on the go and locks on makeup for up to 16 hours. Its vegan, cruelty free, non-comedogenic, and free of parabens, silicone, and gluten.. CUTS SHINE BLURS PORES - This easy-to-use, travel-friendly stick instantly creates a smooth base for makeup without cakiness or a drying feel. Its best for normal, combination, and oily skin types for smoother-looking skin with a filtered finish.. SKINCARE SUPERCHARGED - Niacinamide helps minimize the look of pores. Bakuchiol helps smooth skin texture. Tea tree oil helps tone and soothe skin. Lentil extract helps control shine. Charcoal helps purify, detoxify absorb oil.. HOW TO USE - To prime skin, gently swipe stick directly onto bare skin before applying makeup. For touch ups, swipe fingers over stick, then gently tap over shiny areas to zap away oil.. WHO WE ARE - Milk Makeup is all about good ingredients with epic payoff. We believe beauty isnt about how you create your look, its what you do in it that matters..

24HR DEFINED VOLUME - This first-of-its-kind tubing tinted brow gel defines, volumizes, and sets brows for up to 24 hours of smudge-proof wear. It's clean, vegan, cruelty free, paraben free, and alcohol free.. HIGH ROLL TUBING TECHNOLOGY - This innovative alcohol-free tubing formula wraps every single brow hair in microscopic tubes that tint brows, not the skin underneath, for a defined look that won't flake or smudge.. CLEAN GENTLE - Conditioning hemp seed oil, castor oil, and sunflower oil nourish brows so they feel softnever stiff or crunchy. Carnauba and jojoba wax provide a creamy texture for flake-free definition.. HOW TO USE - Brush through brows in short, upward strokes. While formula is still wet, build to desired effect. Remove easily with warm water and cleanser by gently massaging fingers over brows to break down formula.. WHO WE ARE - Milk Makeup is all about good ingredients with epic payoff. We believe beauty isnt about how you create your look, its what you do in it that matters..

GET THE WERKS - A travel-friendly makeup set for a dewy, rosy glow. Includes full sizes of Lip Cheek in Werk dusty rose, Odyssey Lip Oil Gloss in Werk Trip dusty rose, Highlighter in Lit champagne, and a mini Hydro Grip Set Refresh Spray.. FULL SIZE LIP CHEEK - A multi-use cream blush and lip color with a nourishing formula that builds and blends effortlessly for a natural flush. On first use To remove inner disk, gently twist up, then twist off. Don't flick or pull. FULL SIZE HIGHLIGHTER - A glowy cream highlighter stick with a nourishing formula that builds and blends seamlessly for a radiant, shimmery glow. On first use To remove inner disk, gently twist up, then twist off. Don't flick or pull. FULL SIZE ODYSSEY LIP OIL GLOSS - A non-sticky, hydrating lip gloss made with vitamin-rich oils for juicy, semi-sheer color with a long-lasting high-shine finish. Wear alone or layer over Lip Cheek for a high-shine combo.. MINI HYDRO GRIP SET REFRESH SPRAY - A non-sticky, alcohol-free, dewy setting spray with a microfine mist that sets makeup for up to 12 hours, so skin stays glowy and makeup doesn't fade. Reapply throughout the day as desired to refresh makeup.. WHO WE ARE - Milk Makeup is all about good ingredients with epic payoff. We believe beauty isnt about how you create your look, its what you do in it that matters..

YOUR BROWS, YOUR WAY - KUSH Brow Shadow Stick is a buildable, highly pigmented, cream-to-powder formula that colors like a crayon and fills like a powder to create soft, full brows. It is vegan, cruelty free, paraben free, and fragrance free.. SOFT, FLEXIBLE HOLD - Vegan waxes create a soft, flexible hold to shape brows and keep them in place. Hemp-derived cannabis seed oil conditions and nourishes for brows that feel softnever stiff like a pomade.. UP TO 12-HOUR WEAR - After 12 hours, 100 of users said that KUSH Brow Shadow Stick is waterproof, smudge proof and transfer proof. HOW TO USE - Lightly swipe the angled tip over brows and build to your desired look. A little goes a long way Let color sit for 10 seconds, then use the built-in spoolie to diffuse color and brush brows into place. No extra tools necessary.. WHO WE ARE - Milk Makeup is all about good ingredients with epic payoff. We believe beauty isnt about how you create your look, its what you do in it that matters..

MAKEUP LOCKING, SHINE BLOCKING - Pore Eclipse Mattifying Primer is a lightweight water cream makeup primer that blurs pores, controls shine holds makeup for up to 8 hours for a soft-matte finish. Its non-comedogenic, paraben free silicone free.. SKINCARE SUPERCHARGED - Niacinamide helps minimize the appearance of pores. Bakuchiol helps smooth skin texture and even skin. Lentil extract helps control shine. Blurring microspheres provide a soft-focus matte finish. Moonstone helps calm skin.. HOW TO USE - Apply a thin layer on clean skin all over face or on oily-prone areas like your T-zone. Blend in with fingertips. Wait 1 minute for formula to dry before applying makeup. For best results, use directly after moisturizing before makeup.. WHO WE ARE - Milk Makeup is all about good ingredients with epic payoff. We believe beauty isnt about how you create your look, its what you do in it that matters..

HIGH-SHINE LIP OIL - KUSH Lip Oil is a 97 natural, sheer tinted lip oil with a nourishing hybrid of hemp seed and plant oils for an intense hit of hydration, pop of shine, and flavor so good, you'll want to wear it on repeat.. A FLAVOR FOR WHATEVER YOURE CRAVING - KUSH Lip Oil comes in six sheer tinted shades with corresponding flavors, so you can choose whatever you're craving. Each universal shade gives a sheer wash of color that works across a range of skin tones.. HIT UP THE HYDRATION - A nourishing blend of oils deliver intense hydration for smoother, fuller-looking lips. The lightweight, non-greasy texture feels comfortable and moisturizing, creating a thin, protective layer that locks in hydration.. GLIDE IT ON - The doe foot applicator glides on quick and easy, so the hydrating oils can penetrate deeply to work their magic.. HOW TO USE - Apply as often as needed for smooth, hydrated lips. Wear on bare lips or over lip color for non-sticky shine.. WHO WE ARE - Milk Makeup is all about good ingredients with epic payoff. We believe beauty isnt about how you create your look, its what you do in it that matters..

GLOW BOOSTING, BASE SMOOTHING - This skincare-packed foam primer creates a smooth base, holds makeup for up to 12 hours hydrates skin for a natural glow. It goes on clear and is universal for all skin tones. Paraben free, silicone free oil free.. FEELS LIKE A CLOUD - This airy, cloud-like priming foam is easy to apply. It spreads on seamlessly and absorbs evenly into skin without any patchiness, creating a glowy canvas for makeup. No heavy, greasy feeljust pure, breathable goodness.. SKIN-LOVING INGREDIENTS - Turmeric and saffron extracts help boost radiance and reduce redness over time for a healthy, natural glow. Apricot extract nourishes skin seals in moisture. Wu zhu yu extract helps even skin tone.. INSTANT GLOW UP - Use it as the first step in your makeup routine to create a smooth, glowy base. You can also wear it alone on no-makeup days for a hydrated, natural glow. All it takes is one pump for subtly lit-from-within skin.. HOW TO USE - Pump once onto back of hand and massage directly into skin with fingertips. Allow to dry down completely before moving to the next step in your routine.. WHO WE ARE - Milk Makeup is all about good ingredients with epic payoff. We believe beauty isnt about how you create your look, its what you do in it that matters..

SHINE-CONTROL - This limited-edition set offers a dual solution for shine control with a mattifying primer and setting spray, ideal for keeping the skin shine-free throughout the day.. SHINE-BLOCKING PRIMER - Pore Eclipse Mattifying Primer is a lightweight water cream makeup primer that blurs pores controls shine for a long-lasting, matte finish for up to 8 hours. It is non-comedogenic, paraben free, and silicone free.. MATTE SETTING SPRAY - This weightless, alcohol-free matte setting spray locks in makeup for up to 16 hours. The micro-fine halo mist sprays evenly and sets quickly, helping to blur pores and control shine for a soft-focus finish.. GIFT-WORTHY PACKAGING - This makes it a perfect gift option for makeup enthusiasts and those who enjoy travel-friendly beauty products.. WHO WE ARE - Milk Makeup is all about good ingredients with epic payoff. We believe beauty isnt about how you create your look, its what you do in it that matters..

MAKEUP LOCKING, SHINE BLOCKING - Pore Eclipse Mattifying Primer is a lightweight water cream makeup primer that blurs pores, controls shine holds makeup for up to 8 hours for a soft-matte finish. Its non-comedogenic, paraben free silicone free.. SKINCARE SUPERCHARGED - Niacinamide helps minimize the appearance of pores. Bakuchiol helps smooth skin texture and even skin. Lentil extract helps control shine. Blurring microspheres provide a soft-focus matte finish. Moonstone helps calm skin.. HOW TO USE - Apply a thin layer on clean skin all over face or on oily-prone areas like your T-zone. Blend in with fingertips. Wait 1 minute for formula to dry before applying makeup. For best results, use directly after moisturizing before makeup.. WHO WE ARE - Milk Makeup is all about good ingredients with epic payoff. We believe beauty isnt about how you create your look, its what you do in it that matters..

COVERS EVERYTHING BUT YOU - Future Fluid is a medium-to-full coverage concealer that covers, sculpts hydrates for a lightweight, crease-proof, natural finish for up to 12 hours. This product is free of parabens, fragrances, silicone alcohol.. SKINCARE SUPERCHARGED - Formulated with a plant-powered blend of six hydrating, barrier-restoring ingredients to improve the look of redness, breakouts fine lines by supporting the skin barrier from external aggressors like pollution irritants.. SOOTHES SMOOTHS - Hyaluronic acid hydrates and smooths skin, while Defensil and Revivyl help restore and protect the skin barrier. Caffeine, aloe vera, and arnica help soothe for radiant-looking skin.. HOW TO USE - This formula can be used to conceal, as contourhighlighter, or for all-over coverage. After one use, 100 of users said concealer does not look cakey feels lightweight, smooth, comfortable, and hydrating on skin.. WHO WE ARE - Milk Makeup is all about good ingredients with epic payoff. We believe beauty isnt about how you create your look, its what you do in it that matters..

SET REFRESH - Hydro Grip Set Refresh is a dual-phase, alcohol-free makeup setting spray that locks in makeup for up to 12 hours hydrates with a dewy finish. This product is free of parabens, fragrance, sulfates, phthalates talc.. SKINCARE SUPERCHARGED - Blue agave extract grips makeup to prevent melting, fading creasing. Hyaluronic acid niacinamide hydrate and refresh skin without looking or feeling greasy. Aloe hemp seed extract calm, soothe add moisture to skin.. HOW TO USE - Shake to activate. Hold bottle 8-10 inches away from face spritz twice for an even distribution onto skin. Close mouth eyes while spraying. Allow formula 1 minute to set makeup. Reapply as needed to refresh skin revitalize makeup.. WHO WE ARE - Milk Makeup is all about good ingredients with epic payoff. We believe beauty isnt about how you create your look, its what you do in it that matters..

COOL-TONED CREAM CONTOUR STICK - Sculpt Stick is a matte, cool-toned cream contour stick that adds instant depth and dimension to your face by mimicking the look of natural shadows. This product is non-comedogenic and paraben free.. HYDRATING FORMULA - Thyme extract blend helps nourish skin.. HOW TO USE - Apply along the contours of your face under cheekbones, sides and tip of nose, hairline, and jawline. Build to desired intensity. Blend into skin with fingertips, brush, or sponge.. WHO WE ARE - Milk Makeup is all about good ingredients with epic payoff. We believe beauty isnt about how you create your look, its what you do in it that matters..

Milk Makeup. Werk - Dusty Rose. 1 oz.

Multiuse cream stick used to sculpt and contour with a matte and natural finish.. Can be used with or without foundation to add a sun kissed touch that looks natural.. Plant-based mango butter and avocado oil nourish and hydrate skin for a glowy look.. Easy to use, twist tube product can be applied with brush, sponge, or fingertips.. Milk Makeup has one simple product philosophy - Use good, effective ingredients. Products are made to be easy-to-use and 100 vegan, cruelty-free, and paraben-free always..

Boom - Blackest Black. Conditioning hemp-derived cannabis oil fuses heart-shaped fibers to lashes for thickness without the fallout.. Unique hollow heart-shaped fibers lock onto lashes in each direction adding width and length for long-lasting volume and curl.. Hemp-derived cannabis oil gives the formula a creamy texture that allows for smoother application on lashes and an easier, tug-free removal, as well as an additional conditioning benefit.. Vegan, Cruelty-Free, Talc-Free.

An alcohol-free, dual-phase setting and refreshing spray that sets makeup for up to 12 hours, hydrates skin, and provides a visible, breathable, glassy glow.. This non-sticky, dual-phase formula features two layersthe blue agave grip phase and the green cannabis glow phasethat activate when mixed together. The spray forms a weightless, invisible layer to grip and set makeup for up to 12 hours. It can also be used before makeup application to prep skin. Mist throughout the day onto clean skin or over makeup to refresh, revitalize, and provide a visibly glassy glow.. -Press the hydro-fine mist pump for an all-over, even halo distribution onto skin. -Use as a setting spray to lock in your look for up to 12 hours after makeup application. Allow formula one minute to set makeup. -Use before makeup application to seal in skincare, prep, hydrate, and provide a natural-looking glow..

MAKEUP LOCKING, SHINE BLOCKING - This weightless translucent powder sets makeup instantly for up to 16 hours, blurs pores and fine lines, and controls shine for a smooth matte finish. This product is talc free, silicone free, alcohol free oil free.. ABSORBS OIL, FIGHTS SHINE - Pore Eclipse Setting Powder is infused with oil-absorbing lentil extract to control shine. Blurring microspheres act like a filter to smooth the look of skin. No caking, creasing, or flashback.. SKINCARE SUPERCHARGED - Made with niacinamide and bakuchiol to help minimize the look of pores, smooth skin texture, and even skin tone. In fact, after using Pore Eclipse Setting Powder, 100 of users said skin and makeup immediately look smoother.. HOW TO USE - Slide the mess-free, locking sifter open and tap powder into the cap of the jar. Swirl brush, puff, or sponge through the powder tap away excess. Apply after makeup application.. WHO WE ARE - At Milk Makeup, our philosophy is simple We start with good ingredients turn them into effective formulas, which results in easy-to-use makeup. Because beauty isnt about how you create your look. Its what you do in it that matters..

SHEER LIP CHEEK STAIN - Cooling Water Jelly Tint is a long-lasting lip and cheek stain with a hydrating, bouncy jelly texture that glides on for a sheer, buildable burst of color. This product is vegan, cruelty free, and paraben free.. TINT THAT WONT QUIT - The innovative jelly texture delivers a sheer, buildable watercolor finish thats quick to apply and stays put when it dries. No messiness. No stickiness.. KEEP IT COOL - The weightless water stain is infused with skin-firming vegan collagen and hydrating seawater and aloe to give your skin a cool, refreshing pick-me-up that leaves it looking healthy and bouncy.. HOW TO USE - On first use, gently twist off protective cap to remove and discard. Gently swipe onto lips and cheeks. Build to desired payoff. It dries fast, so work one cheek at a time and blend immediately. Close cap back on tightly.. PRO TIP - Sweep brush over stick, then onto cheeks for a softer, more diffused blush look. For more intense color, swipe on multiple layers. Want an even cooler refresh Store your stick in the fridge.. WHO WE ARE - Milk Makeup is all about good ingredients with epic payoff. We believe beauty isnt about how you create your look, its what you do in it that matters..