4 months ago
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When Alissa Sullivan and Leslie Hendin conceived of a perfume interpretation of choux à la crème<translate this somewhere for their clean perfume brand Liis, they intended to draw upon Sullivan’s French heritage. They did not know they would be hitting on one of 2024’s biggest beauty trends: a craving for all things milk.
“We had always wanted to do a gourmand,” said Sullivan. “We really loved the idea of creating a photorealistic choux à la crème.”
The resulting fragrance, Choux Choux, with notes of salted caramel, citrus peel, and fresh cream, was launched in October, which happened to be right in step with the milk zeitgeist. Clean beauty brand Ilia launched a cleansing face milk in January. Dedcool, the fragrance and laundry brand, expanded its best-selling Xtra Milk perfume to body care in July. Sephora-favorite fragrance brand Phlur released a Heavy Cream hair and body mist in August. And Glossier launched You Rêve, a buttercream-infused flanker to its classic You fragrance, in September.
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