The irresistible embrace of milk perfumes

If, as Estée Lauder said, a perfume is like a new dress that has the power to make us feel simply wonderful, milk perfumes, the most beloved at the moment, are like a soft cashmere maxi dress—warm, comfortable, and exquisitely refined—that envelops the body in an irresistible embrace. Loved for their creamy and sugary notes, these gourmand fragrances stand out for their intensity and longevity, as well as their ability to recall sweet and indulgent ingredients and essences. Just one spray of Milk by Commodity or Bianco Latte by Giardini di Toscana, two of the best-selling products in this category, evokes feelings of comfort, purity, softness, and triggers emotions that take us back to childhood. Although the use of milk in beauty routines or perfumery is far from new, milkmania has recently exploded among Gen Z and TikTok creators.

What exactly are milk perfumes?

Milk perfumes, formally known as lactonic perfumes, are part of the gourmand fragrance family, meaning fragrances inspired by food. They are designed to evoke a glass of fresh milk, cream, and other milk-based drinks or creamy desserts. To replicate the scent of lactose, perfumers use lactones, chemical compounds with a ring structure that occur naturally and are known for their creamy, milky, and sweet aromas. These give the olfactory profile of these cosmetics richness, softness, and deliciousness, reminiscent of the scent of fresh milk, almond milk, coconut, desserts, or the velvety scent of peach or apricot skin.

The power of scent

Olfactory stimuli directly impact the limbic system, where the amygdala, the gland responsible for emotions, and the hippocampus, responsible for memory formation, are located. Scent catalyzes up to 75% of our daily moods. This is why the right notes can evoke the past, our most nostalgic memories, calm our senses, or even excite them. In recent years, the perfume industry has been working to find the right combination of aromas that can replicate these natural properties, triggering emotions, evoking memories, recalling experiences, and even inducing mood and emotional changes. As a result, increasingly complex formulations are hitting the market, serving not only as "accessories" to complement a beauty routine but also as true wellness tools, vehicles for mental stimulation and sensory gratification.

Why are milk perfumes becoming more popular?

In the last two years, according to Google Trends, searches for "milk perfumes" have tripled, as evidenced by the flood of social media content with hashtags like #milkperfumes, and influencers making videos recommending the best products in the category to smell like a delicious cream dessert. And who wouldn't want to smell like an inviting creamy treat? Certainly, @perfumerism, who has proclaimed herself the "milk perfume girl," links the popularity of milky fragrances to sentimentality and nostalgia for childhood: "There's something nostalgic about milk, even if we don't drink it, it's quite universal." A sentiment shared by Chriselle Lim, founder and creative director of Phlur: "There's something inherently comforting and soothing in creamy, milky notes; they evoke a sense of warmth and intimacy. There's also a nostalgic element to milky perfumes, like an emotional connection to them. They remind me of dear memories, like the smell of freshly baked goods or a sweet hug from a loved one." However, the charm of milky perfumes goes beyond a cherished childhood memory or lost innocence; it's also due to their versatility. They are sophisticated enough for formal events, offering a soft, elegant backdrop that doesn't overwhelm. At the same time, they provide a sense of warmth and accessibility, making them suitable to wear any time of the year or for any occasion. Additionally, their popularity fits within a broader trend that, after the post-Covid period, when people preferred fresher, cleaner, citrusy scents, has seen the resurgence of gourmand fragrances—light, warm, sweet perfumes that, in addition to milk, include vanilla.

The best milk perfumes

Lactonic notes can be incorporated into various fragrance families, enhancing and diversifying their olfactory profile. They bring freshness and softness to floral fragrances and can be added to gourmand notes like vanilla and caramel to create sweet and comforting scents. They can also add creaminess and sensuality to amber fragrances. Choosing the right one can be tricky. The recommendation is to visit a perfumery and test the scent on your skin, possibly guided by an expert. Alternatively, there's TikTok, where creators recommend and review the best milk perfumes. Some of the most mentioned include Super Milk by Lush, Bianco Latte by Giardini di Toscana, where vanilla harmoniously blends with milk and honey notes, Milk by Commodity, with its rich and warm scent of marshmallow, mahogany, and tonka bean, and Vanilla Cake by Montale, an irresistible fragrance that mixes milk, toasted almonds, spicy caramel, and Madagascar vanilla. Other popular choices are Xtra Milk by Dedcool, This is Me! by Zadig & Voltaire, Drop D'Issey by Issey Miyake, Dent de Lait Eau by Serge Lutens, and Replica Coffee Break by Maison Margiela.