NOYZ is introducing a new fragrance format designed to sit at the intersection of perfumery, skin care science and ritualized use. MYLK DE PARFUM debuts as a first-of-its-kind pour-on fine fragrance milk, delivering eau de parfum–level performance in a liquid silk base that melts into skin rather than flashing off like alcohol sprays.
- Trend watch: The United States Enters its Fragrance Layering Era
From a technical standpoint, MYLK DE PARFUM is engineered to solve two familiar trade-offs: intensity versus comfort and longevity versus wearability. NOYZ
The launch also signals a strategic play around fragrance layering and base-building. NOYZ frames MYLK DE PARFUM as the first step in a scent ritual, applied generously to pulse points, collarbones and wrists, worn solo or layered beneath an eau de parfum to amplify diffusion and extend wear. The brand completes the system with spray and solid formats for on-the-go reinforcement.
The range launches in three bestselling scent profiles:
- Unmute – Vanilla / Amber
- Only Human – Skin-hugging gourmand
- Detour – Floral / Gourmand
From a marketing perspective, MYLK DE PARFUM aligns with NOYZ’s broader positioning: scent unfiltered. The brand continues to reject polished perfection in favor of emotionally raw, story-driven fragrance, now expressed through a tactile, sensorial format that invites touch, pressing and intentional application.
Launch timing
- NOYZ.com: January 29 2026
- Ulta.com: February 2 2026
- Ulta in-store: February 8 2026
Details
- Size: 150 mL
- Price: $95 USD
As fragrance brands race to differentiate beyond juice and bottle, MYLK DE PARFUM points to a growing category opportunity: hybrid formats that deliver fine fragrance performance while expanding how, where and why consumers apply scent.
