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.

“When we think about longevity, historically, it’s been, ‘How do we keep a scent on our skin?’” said Jaime Ferreira, vp of fragrance research and development at The Estée Lauder Companies. “Now what we’re talking about is, ‘How do we keep the signature scent, the whole experience that the consumer has? The top, the middle and the bottom notes — how do we have that continue throughout the whole day?’”

— Read more in Beauty Briefing: How demand for longevity is driving the perfume market at Glossy.