How Milk Took Over in 2024

In 2024, the professional beauty industry witnessed a notable surge in products featuring milky textures and scents, catering to consumers' desire for comfort and nostalgia. Brands such as Liis introduced fragrances like Choux Choux, inspired by French pastries, while Ilia launched a cleansing face milk, and Dedcool expanded its Xtra Milk perfume into body care. These offerings, characterized by creamy formulations and sweet aromas, aim to evoke simplicity and indulgence, prompting beauty professionals to incorporate them into their services to meet the growing demand for such sensory experiences.

The trend extends beyond skincare and fragrances, influencing makeup aesthetics as well. The "milk tea" lipstick shade, a light pinkish-brown reminiscent of the popular beverage, gained popularity both online and during fashion weeks, reflecting a broader inclination towards food-inspired beauty trends. This movement encourages beauty professionals to stay attuned to evolving consumer preferences, integrating these popular shades and formulations into their offerings to provide clients with contemporary and appealing options.
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However, the trend has also sparked discussions around the use of raw milk in beauty and wellness practices. Despite claims of benefits like improved skin clarity, health authorities warn against consuming raw milk due to potential health risks from harmful bacteria. Beauty professionals are advised to approach such trends with caution, ensuring that client safety remains a priority and that any treatments or products adhere to established health guidelines.

Read more about "Got milk? How milk took over beauty in 2024" on Glossy

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