The Birth of the Trend
Emma’s journey into the world of milk-based fragrances began back in 2021 when she went viral on TikTok with a review of Milk by Commodity. The video, which quickly garnered over 1 million views, stirred up significant interest in milk-based fragrances, setting the stage for what would become one of the biggest fragrance trends of 2024.
By September 3rd, 2023, Emma posted another game-changing video, this time sampling a variety of milk perfumes. Her followers eagerly joined the conversation, recommending other fragrances with milky notes, and the trend began to snowball. On October 26th, Emma’s video featuring Bianco Latte by Giardini di Toscana exploded, hitting over 11 million views on TikTok alone and an additional 16 million views across platforms. The Milk Perfume Series was officially born.
The trend has now transcended social media and is gaining major recognition in the fragrance world, with brands like PHLUR launching Heavy Cream and Valentino releasing Sogno in Rosso. Emma’s influence has led to widespread media coverage in outlets like DAZED, The Fragrance Foundation UK, NSS, and Allure, cementing her place as a trailblazer in the fragrance world.
Emma’s Top 3 Lactonic Picks
Emma’s personal top lactonic choices world include:
What Makes Lactonic Scents Stand Out?
Lactonic perfumes are part of the gourmand fragrance family, known for their food-inspired scents. What sets them apart is their use of lactones, chemical compounds that give off a creamy, sweet aroma reminiscent of fresh milk, desserts, and even coconut or almond milk. These fragrances evoke warmth, nostalgia, and comfort.
Emma shares that milk, while often used in food, is rare as a fragrance note. This unexpected element gives milk perfumes a unique allure. “It’s unexpected and uncanny yet alluring, nostalgic, and atmospheric. It is also so versatile! Milk isn’t just about drinking. It’s in whipped cream, chai lattes, and even in cereals. The possibilities are endless.”
The Future of the Lactonic Trend
As the lactonic trend continues to grow, Emma is excited about the creative potential of milk-based fragrances. She envisions even more daring combinations, such as cereal milk, oat milk, or even milky French toast perfumes. With so many possibilities, the future of lactonic perfumes looks bright, and she can’t wait to see how fragrance brands will continue to innovate.
Why this Trend Is Here to Stay
Thanks to Emma’s viral influence, this trend has captured the attention of fragrance enthusiasts, influencers, and brands alike. With her authentic passion for milk-based scents and her ability to engage her TikTok community, Emma has not only popularized a fragrance trend but also set the stage for more creative and bold innovations in the industry.
