GLOSSPELL

SPLASH OF MILK

- KONIKA DATTA

Toners are going through a muchdeserved rebranding. It all started with Rhode’s Glazing Milk a hydrating toner with a milky texture, which, since its launch, became an instant hit with the cool girls. Its virality is thanks to not just Hailey Bieber’s star power, but also the uniqueness of the formula. Originally, toners were made with alcohol and had a thin, waterlike texture that removed excess oil from the skin, giving you a squeaky-clean face. Upon realising how damaging this can be for our skin, these old-school toners became a red flag in skincare.

Their bad rep, however, is changing with milky toners entering the chat. In fact, according to consumer trends platform Spate, ‘milky toner’ is the top skincare search term in 2025, and it’s estimated that searches will rise by 58.9 per cent. This begs the question: What is it about milky toners that made them one of the most viral skincare categories in recent times?

Ahead Of The Curve