Cult makeup brand Milk Makeup is moving from its offices in Meatpacking to new digs in Soho.
The makeup company signed a 10-year lease for 17,586 square feet at 568 Broadway, at the corner of Prince Street, Crain’s first reported.
Also known as the Prince Building, the 12-story building is owned by Aurora Capital Associates, Allied Partners, and A&H Acquisitions. Aurora’s Jared Epstein worked directly with Milk’s founder, Mazdack Rassi, to negotiate the deal.
Other tenants at the Prince Building include Group Nine Media, ZocDoc and Equinox. The office asking rents in the building range from $85 to $125, per Real Estate Weekly.
The makeup brand is moving out of its former headquarters at 450 West 15th Street, more commonly known as the Milk Building, which was purchased by Google last year.
The sale gave Rassi the chance to negotiate an early exit to Milk’s lease, which was scheduled for 2024, Business of Fashion reported. Their lease at the Milk Building will end in July.
Milk Makeup is a branch of Milk Studios, which was founded in the nineties and gave the building, formerly the National Biscuit Company headquarters, its name. Milk Studios was one of the pioneers in the Meatpacking district and helped turn it into the fashion and retail hub it is today. Leaving the neighborhood is “definitely emotional,” Rassi told Business of Fashion in a July interview.