Milky toners are transforming the skincare landscape, offering a gentle yet effective way to replenish, soothe, and prep the skin. Unlike traditional watery toners, milky toners boast a creamy, emulsion-like texture that bridges the gap between toners and moisturisers. Here’s everything you need to know about them.
What are milky toners?
Milky toners are lightweight, lotion-textured formulas that hydrate and support the skin barrier, often with ceramides, panthenol, and lipids to lock in moisture and soothe.
They were first made famous in Korean and Japanese skincare regimens, but they are now widely used, particularly by people with dry, sensitive, and oily skin.
Influencers of Milky Toners:
- K-beauty influence: A K-beauty staple, milky toners support barrier health and layering, now trending in the UK. TirTir’s viral Milk Skin Toner grew 1,175% YoY between 2023 and 2024.
- Social media and Celebrity Endorsements: Influencers and celebrities, notably Hailey Bieber with her Rhode Glazing Milk.
- Shift in Skincare Needs: Consumers are shifting from harsh, alcohol-based toners to hydrating formulas with ceramides, lipids, and panthenol that support the skin barrier and lock in moisture.
Key benefits of milky toners:
Deep hydration: milky toners are often packed with humectants like hyaluronic acid, glycerin, and panthenol, which draw moisture into the skin and help maintain a plump, dewy complexion.
Skin barrier support: ceramides, fatty acids, and squalane are frequently included in their milky formula; these ingredients strengthen and repair the barrier.
Soothing properties: Ingredients like Centella asiatica, chamomile extract, or allantoin provide soothing relief for irritated or inflamed skin.
Why is this important?
Cosmetics Business named milky toners as one of 2025’s biggest skincare trends. Milky toners surged on TikTok for creating the ‘glass skin’ look and were named Spate’s fastest-growing skincare trend in early 2025 (projected 58.9% growth).
UK brands are tapping into this demand with science-backed, barrier-boosting hydration, reflected in a 76% rise in lotion and toner launches across Europe (2023–2024, Circana)
Meeting the Needs of UK Skincare Consumers:
In 2025, rising concern about environmental damage and microbiome health is pushing UK consumers to prioritise skin barrier care, with over 70% worried about pollution’s effects on their skin (Westfield, 2024).
Furthermore, 67% of women seek skin-health benefits, which is driving demand for protection beyond sun care due to environmental changes and climate-related damage to the skin barrier (Mintel, 2024).
This shift is fuelling demand for protective, soothing products.
