2022: The Scent That Started It All

It began with a borrowed bottle. Emma shared a review of her roommate’s Milk Expressive bottle on TikTok, not expecting it to go viral. But the internet had other plans…

2023: More Than a Moment

That video launched an entire Milk Perfume Series on TikTok, with Emma diving deep into the world of creamy, milky lactonics—long before they became a trend. Her thoughtful takes made her the go-to voice for the category and ignited her passion for perfumery.

2024: Lactonics Take Off

Glossy, Allure, and Vogue agreed, "Milk took over beauty in 2024"—from fragrance to skincare, nail art, hair care, and beyond. The beauty world is taken over by a craving for scents and textures that felt creamy, comforting, and nostalgic.

2025: The Next Chapter of Milk

We partnered with Emma—a true Milk Expressive fan and lactonic scent expert—to bring her dream Milk to life. The result? Milk Orchid: a soft, floral twist on the original. Still cozy and creamy, with Milk’s signature warmth and our modern point of view.

2025: Minutes After Launch: Milk Orchid Sells Out

Originally a limited-edition drop, Milk Orchid instantly became our biggest launch to date. After selling out online and at Sephora in under 10 minutes, hundreds of 5-star reviews poured in, along with nonstop requests to bring it back.

2026: From Dream Scent to Global Phenomenon

Now, Milk Orchid moves from dream drop to global mainstay, officially joining our permanent Scent Space Collection. Returning March 31 in new packaging and on shelves worldwide, including Sephora.