Frank Voelkl, principle perfumer at dsm-firmenich, says Commodity (Milk) and Ellis Brooklyn (Vanilla Milk) were two of the first brands to jumpstart the current lactonic craze, though he’s been using milky notes in fragrances for “20 or more years.”

“We’ve used these notes for many, many years, but maybe we didn’t go as far as we are going today,” Voelkl says. “It’s almost like, milk has always played a role, but not as a protagonist.”

— Read more in Is It Just Me or Are Milk Perfumes Everywhere Right Now? at Marie Claire.