Fragrance Milk Is the Newest Perfume Innovation

Ask perfume fanatics some of their critiques of fragrances, and you’ll often hear them say that perfumes can sometimes be drying to the skin. This is because perfumes contain a high concentration of alcohol, which helps diffuse the scent but also can cause dryness on the skin. However, modern fragrance brand NOYZ has completely disrupted the category with a new innovation: fragrance milk.

The brand’s newest launch is its Mylk De Parfum ($95), which is a concentrated fragrance in a lightweight, hydrating milk—a completely new way to wear scent. The never-before-seen format is a pour-on, meaning you apply the fragrance much like you would a body serum or lotion. It’s infused with hyaluronic acid and is alcohol-free to avoid that drying sensation that can be experienced with other spray-on perfumes.

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Designed to be the first step in a scent wardrobe, you can layer other fragrances, like an eau de parfum or eau de toilette, on top of the fragrance milk, but it can also be worn on its own, as it has the same strength as a traditional eau de parfum (15 times the strength of a regular body lotion). The brand recommends applying it to pulse points, collarbones or anywhere else you’d like scent to linger.

Mylk De Parfum is offered in three of the brand’s popular, layerable scents: Unmute (vanilla amber), Only Human (gourmand) and Detour (floral gourmand).

This innovation arrives amidst the booming popularity of milk fragrances, which are characterized as sweet, creamy scents with soft and powdery undertones. The popularity has risen out of the unwavering love for gourmand scents over the past few years.

There are also an increasing number of body milks, which are similar to this new fragrance milk category. Body milks are a moisturizing emulsion with a higher water content than body lotions, giving them a milkier texture (hence the name). They too soften and nourish the skin, but unlike some lotions, they’re designed to absorb quickly and leave no greasy residue behind. Brands like Fenty Skin with its Butta Drop Hydrating Body Milk ($34) have taken part in the burgeoning category. However, body milks can be applied all over the body, whereas a fragrance milk is applied in the same areas you’d apply any other perfume. The only difference: You’re pouring it onto skin rather than spritzing or rolling it on.