Face Milk

Fourth Ray Beauty, the sister brand to ColourPop, offers clean, affordable skincare designed for Gen Z and young Millennials. Known for its playful packaging and budget-friendly pricing, it features gentle, vegan formulations with ingredients like niacinamide and hyaluronic acid. While not certified clean, the brand claims to be cruelty-free and clean-formulated. It’s well-loved for its accessibility, though some critics argue its sustainability efforts and depth of efficacy are limited.