Since the advent of TikTok, the world has become more connected than ever. From discovering the latest fashion finds to drawing inspiration for skincare routines, the platform has fueled discussions on effective solutions like never before. One such trend that has captured the attention of skincare enthusiasts is #MilkyToner. This gentle yet effective skincare innovation is revolutionizing routines, especially for those with sensitive skin. Let’s dive into the world of milky toners and explore why they’re becoming a must-have in beauty arsenals worldwide.

Table of Contents
● What are milky toners?
● The rise of #MilkyToner on TikTok
● Benefits of milky toners
● Market opportunities for beauty brands

What are milky toners?

Milky toners are a skincare innovation that has taken the beauty world by storm. At their core, these toners are lightweight, opaque liquids that resemble the consistency of milk. They’re designed to hydrate, soothe, and prep the skin for subsequent skincare steps. Unlike their watery counterparts, milky toners often contain emollients and humectants that provide an extra layer of moisture, making them particularly beneficial for those with dry or sensitive skin.

In essence, milky toners are a fusion of Eastern and Western skincare philosophies, drawing inspiration from multi-step Korean skincare routines and traditional milk bath practices to create a product that resonates with a global audience seeking effective yet gentle skincare solutions.

The Rise of #MilkyToner on TikTok

The #MilkyToner trend has experienced a significant surge in popularity on TikTok, , with views steadily increasing since mid-2023. According to the TikTok worldwide data from Exolyt, the hashtag #MilkyToner (including variations like #milkytoner and #milkytoners) reached a peak of 4.3 million views on December 14, 2023. This milestone marks a turning point in the trend’s trajectory, signaling its growing influence in the skincare community.

The trend’s growth pattern is particularly interesting. The graph shows a sharp increase in views starting from October 2023, with several peaks and valleys following. This fluctuation suggests that while the trend has gained significant traction, it’s still in a dynamic phase, with potential for further growth and evolution.

WGSN TikTok Analytics’ STEPIC Index provides further insights into the trend’s characteristics:

• Alignment: The trend shows medium alignment with current beauty industry directions, indicating its relevance to contemporary skincare practices.
• Lifespan: With a medium lifespan score, #MilkyToner is expected to remain relevant in the short to medium term, making it a worthwhile focus for beauty brands and consumers alike.
• Trend Investment Projection: The analysis recommends a “Test” strategy, suggesting that brands should explore this trend by introducing products in small volumes.

STEPIC*: The STEPIC is an analytical model created by WGSN.com, encompassing the domains of Society, Technology, Environment, Politics, Industry, and Creativity. And the SEPIC index is an indicator created through qual and quant research on these topics.

The rise of #MilkyToner on TikTok reflects a broader shift in skincare preferences. Users are increasingly drawn to gentler, more nourishing formulations that align with the “skinimalist” approach. TikTokers are sharing their experiences with milky toners, often highlighting benefits such as improved hydration, strengthened skin barrier, and a coveted “glass skin” glow.

Content creators on the platform are exploring various brands and products, including offerings from South Korea-based I’m From, Canada’s The Ordinary, and U.S. brands like Thayers and ILIA. This diversity in featured products indicates a global interest in the trend, transcending geographical boundaries.

As the #MilkyToner trend continues to gain momentum, it presents a unique opportunity for both established and emerging skincare brands to capitalize on consumer interest in gentle, hydrating, and multifunctional products. The trend’s medium alignment and lifespan suggest that while it’s not a fleeting fad, brands should approach it with measured enthusiasm, testing the waters with innovative formulations and targeted marketing strategies.

Benefits of Milky Toners

Milky toners offer several benefits that cater to various skin types and concerns. These milky formulations combine the best of both worlds – the hydrating properties of a moisturizer and the preparatory function of a traditional toner. One of the primary advantages of milky toners is their gentle yet effective hydrating capability. Unlike traditional astringent toners, milky toners provide a gentle cleansing action that doesn’t strip the skin of its natural oils. This makes them particularly beneficial for those with dry or sensitive skin, as they help to strengthen the skin barrier without causing irritation.

Another significant benefit of milky toners is their soothing and calming effect on the skin. Many formulations include ingredients like chamomile, oat extracts, or other anti-inflammatory components that help to reduce redness and irritation. This makes milky toners an excellent choice for those with sensitive or reactive skin, as they can help to alleviate discomfort while still providing the benefits of a toner.

Milky toners also play a crucial role in supporting and strengthening the skin barrier. By providing a layer of nourishment and hydration, they help to maintain the skin’s natural protective functions. This is particularly important in combating environmental stressors and preventing moisture loss, which can lead to various skin issues. The gentle exfoliating properties of some milky toners, such as those containing fermented ingredients like Saccharomyces, can help to promote smoother, brighter skin without causing irritation.

Milky toners often feature a combination of hydrating, soothing, and barrier-repairing ingredients. Some key components include:

• Colloidal Oatmeal: Known for its soothing and anti-inflammatory properties, ideal for sensitive skin.
• Ceramides: These lipids help to strengthen the skin barrier and retain moisture.
• Niacinamide: A form of vitamin B3 that can help to improve skin texture and reduce inflammation.
• Glycerin: A powerful humectant that attracts and retains moisture in the skin.
• Panthenol: Also known as pro-vitamin B5, it helps to hydrate and soothe the skin.
• Rice Extract: Often used in Asian skincare, rice extract can help to brighten and soften the skin.
• Hyaluronic Acid: A potent hydrator that can hold up to 1000 times its weight in water.

These ingredients work synergistically in milky toners to provide multiple benefits, from hydration and soothing to gentle exfoliation and barrier support. When choosing a milky toner, consider your specific skin concerns and look for formulations that include ingredients tailored to address those needs.

Market Opportunities for Beauty Brands

The rising popularity of milky toners presents significant opportunities for beauty brands to capitalize on this growing trend. Here are some key market opportunities to consider:

1. Expanding Product Lines:

Content within this social buzz is in the exploratory phase as users experiment with brands launching milky toners. With the global skin toner market projected to reach US$ 2.1 billion by 2033, growing at a CAGR of 5.2%, beauty brands have a substantial opportunity to expand their product lines to include milky toners. This growth trajectory indicates a sustained consumer interest in toners, particularly those with hydrating and nourishing properties.

2. Targeting Sensitive Skin:

Milky toners are gaining traction due to their compatibility with sensitive skin types. Brands can focus on developing gentle formulations that cater to this growing consumer segment, emphasizing ingredients like colloidal oatmeal, ceramides, and niacinamide that soothe and repair the skin barrier. Related hashtags including  #MilkySkincare, #HydratingSkincare, and #SensitiveSkin indicate that milky toners are likely to be popular among consumers with acne and eczema, who are looking for products that can also plump the skin.

3. Leveraging Clean Beauty Trends:

The market is witnessing increased demand for organic and clean beauty products. The organic segment of the skin toner market is expected to grow at a CAGR of 4.7% through 2033. Brands can capitalize on this trend by developing milky toners with natural, organic ingredients and transparent formulations.

4. Multifunctional Formulations:

Consumers are increasingly seeking products that offer multiple benefits. Brands can develop milky toners that not only hydrate but also provide additional skincare benefits such as gentle exfoliation, brightening, or anti-aging properties. This aligns with the trend of skincare routines becoming more streamlined and efficient.

Conclusion

The #MilkyToner trend on TikTok signifies a shift towards gentle, hydrating, and multifunctional skincare products. With medium alignment and lifespan scores, milky toners have shown it potential to be more than a passing fad, offering beauty brands an opportunity to innovate in this emerging market. As consumers prioritize skin health and barrier protection, milky toners are well-positioned to meet these needs with their gentle formulations and soothing properties. The trend’s appeal to those with sensitive or reactive skin further enhances its market potential.

For beauty brands, success lies in developing innovative formulations, emphasizing natural and clean ingredients, and educating consumers about the benefits of milky toners. While still in early stages, as indicated by the “Test” recommendation, the trend shows promise for future growth. Brands should consider introducing milky toner products in small volumes, focusing on unique formulations and targeted marketing strategies to capitalize on this emerging trend in daily skincare routines.