ARTFEED — Contemporary Art Intelligence

The Rise of 'Milk' Perfumes: Sweetness, Nostalgia, and Marketing

other · 2026-05-21

The global rise of 'milk' fragrances has been propelled by social media and a cultural shift towards comfort. Launched in 2021 by a niche lab in Arezzo, Italy, Bianco Latte quickly became a viral sensation, often likened to the scent of 'milk and cookies' or a 'warm hug.' Milk has emerged as a prominent marketing theme in beauty, particularly in perfumes. Bianco Latte combines notes of caramel, honey, coumarin, vanilla, and white musk, whereas Blanche Bête (2021, Liquides Imaginaires, France) features jasmine and incense. While some critics describe Bianco Latte as 'cloyingly sweet,' users have remarked it resembles 'cookies with hot milk.' This trend echoes early 2000s gourmands and is tied to post-pandemic wellness, reflecting U.S. politics and increasing milk consumption in 2024.

Key facts

  • Bianco Latte was created in 2021 by a niche lab in Arezzo, Italy.
  • Bianco Latte is described as smelling like 'milk and cookies,' 'milk candies,' or 'condensed milk.'
  • Milk is a synthetic accord in perfumery, not a natural extract.
  • Bianco Latte contains notes of caramel, honey, coumarin, vanilla, and white musk.
  • Blanche Bête (2021) by Liquides Imaginaires includes jasmine, incense, and tonka bean.
  • Milk perfumes belong to the 'gourmand' fragrance family.
  • Matilda Morri (@sssinister_) is a perfume expert and influencer.
  • Angel by Thierry Mugler is considered the founder of modern gourmand perfumes.
  • A February 2026 user on Fragrantica described Bianco Latte as 'cookies with hot milk drowned in vanillin and honey.'
  • The New York Times reported U.S. milk consumption rose in 2024 for the first time since the 1970s.
  • Robert F. Kennedy Jr. promotes raw milk, supported by the MAHA movement and 'tradwife' influencers.

Entities

Artists

  • Matilda Morri
  • Robert F. Kennedy Jr.

Institutions

  • Liquides Imaginaires
  • Aquolina
  • Malizia
  • Thierry Mugler
  • Rhode
  • Milk
  • New York Times
  • Fragrantica
  • MAHA (Make America Healthy Again)

Locations

  • Arezzo
  • Italy
  • United States
  • New York
  • France

Sources