Milk Touch (Korean: 밀크터치; stylized as MILK TOUCH or MilkTouch) is a South Korean beauty and cosmetics brand founded in 2019. It operates across both makeup and skincare categories and is associated with Olive International, a Korean beauty company. The brand initially grew through influencer-driven marketing before expanding into a broader K-beauty portfolio 1.

Its brand identity centers on healthy-looking, radiant skin and soft, wearable beauty, with products designed to bridge the gap between skincare and makeup. Its name and visual language evoke the idea of a soft, smooth, “milky” complexion.

Milk Touch was launched in 2019 under Olive International. Brand-development materials describe its early growth as being driven by influencer-based cluster marketing, a strategy particularly relevant to Korea’s highly social-media-driven cosmetics market 2.

Rather than beginning as a narrowly defined single-product brand, Milk Touch developed into a comprehensive cosmetics brand covering complexion, eyes, cheeks, lips, and skincare. Its growth strategy has emphasized responding to consumer feedback and developing products around the concerns and preferences expressed by its customers.

The brand has subsequently pursued international distribution, particularly throughout Asia and other overseas markets. Its presence in markets such as Japan and Singapore reflects this international expansion.

A major theme associated with Milk Touch is consumer-oriented beauty. Brand-development materials describe its approach as listening to consumers and incorporating meaningful feedback into product development.

The brand has also worked to move away from a purely product/supplier-oriented identity toward a more unified brand concept. Its later brand-identity work identified “Tone” as a central concept, connecting complexion, skin health, and beauty across its makeup and skincare categories.

In practical terms, Milk Touch’s aesthetic can be summarized as:

• Natural-looking complexion
• Radiance and glow
• Soft, skin-like textures
• Korean-style “clean” makeup
• Skincare-meets-makeup products
• Consumer-oriented product development
• Cute, youthful and visually distinctive packaging

This positioning allows the brand to occupy the space between conventional colour cosmetics and skincare-focused K-beauty.

Milk Touch currently maintains a relatively broad portfolio.

Base makeup

Base makeup is one of the brand’s most recognizable areas. Products include cushion foundations and setting/finishing products.

Its All-Day Skin Fit Milky Glow Cushion is particularly prominent and is offered in 20 shades on the Singapore market. The brand positions it around a milky, radiant complexion rather than an extremely matte finish 3.

Other complexion products include:

• All-Day Skin Fit Soft Velvet Cushion
• All Day Perfect Blurring Fixing Pact
• Dewy Glass Skin Foundation

The cushion category is important to Milk Touch because cushion foundation is one of the defining formats of modern Korean makeup.

Lip makeup

Milk Touch has developed a sizable lip range, including:

• Dew Stain Sheer Lip Gloss
• Jelly Fit Tinted Glow Tint
• Spread Fit Blur Tint
• Black Peel Off Lip Tattoo
• Glow Up Collagen Lip Balm
• Love Potion Shine Gloss

The brand’s lip products generally emphasize hydration, shine, soft colour, and comfortable textures rather than extremely heavy pigmentation. Its current Singapore catalogue includes multiple shades of the Dew Stain Sheer Lip Gloss and Spread Fit Blur Tint 4.

Eye makeup

The eye range includes:

• Tone-On Shadow Palette
• Be My First Eye Palette
• Fairy Jewel Eye Glitter
• All-Day Long And Curl Mascara
• Iconic Long Mascara
• Iconic Film Mascara

The range covers both understated everyday makeup and more decorative, glitter-oriented looks.

Cheek makeup

Milk Touch also produces cheek products such as:

• Tone-On Blusher
• Touch My Cheek Blusher

These fit the brand’s broader emphasis on soft, youthful colour and natural-looking complexion makeup.

Skincare

Milk Touch is not simply a colour-cosmetics brand. Its current portfolio includes a substantial skincare division organized around brightening, hydration, soothing, pore care, toner pads, and serums.

Major skincare lines include:

Hedera Helix

The Hedera Helix range includes:

• Green Hyaluron 6sec Soothing Pad
• Green Hyaluron 6sec Moisture Cream
• Green Hyaluron Daily Soothing Mask
• Hedera Helix Relaxing Cream

Green Apple

The Green Apple line includes:

• Green Apple Pore Collagen Ampoule
• Green Apple Pore Collagen Cream
• Green Apple Pore Collagen Jumbo Pad

Prunus

Products include:

• Prunus Vita Capsule Cleansing Foam
• Prunus Pink Glutathione Daily Brightening Mask

There are also products such as the Five Flower Dark Spot Clearing Serum and Wild Ginseng Gold PDRN Daily Special Mask.

Several products stand out as key representations of the brand’s offerings:

All-Day Skin Fit Milky Glow Cushion

Probably the clearest representation of the brand’s complexion philosophy. It is designed around a glowing, smooth, skin-like finish, and the current range is available in 20 shades.

Jelly Fit Tinted Glow Tint

A moisturizing lip tint designed around a glossy, “jelly-like” appearance. Olive International’s brand showcase describes it as using a water-essence base for hydration and a plumping-looking finish.

Dew Stain Sheer Lip Gloss

One of Milk Touch’s prominent lip products, emphasizing sheer colour and a glossy, watery appearance. The current Singapore catalogue lists multiple shades.

Hedera Helix skincare

The Hedera Helix family is one of the brand’s principal skincare lines, particularly around soothing and hydration. Current products include soothing pads, masks, and moisturizers.

Milk Touch uses different ingredient stories across its product families rather than relying on one single “hero ingredient.” Examples include:

• Hedera helix — used prominently in the Hedera Helix skincare range
• Green hyaluronic acid — featured in the Green Hyaluron products
• Green apple and collagen — central to the Green Apple Pore Collagen line
• Glutathione — used in certain brightening-focused products
• Flower extracts — featured in products such as the Five Flower Dark Spot Clearing Serum
• Ginseng/PDRN concepts — used in its newer intensive skincare offerings

The brand combines the familiar K-beauty strategy of ingredient-focused product storytelling with a strong emphasis on sensory texture and visible cosmetic finish.

Milk Touch’s visual identity is generally soft, feminine, youthful, and polished. The “milk” concept communicates softness, smoothness, and purity, while its products often combine pastel, pink, cream, and glossy visual elements.

The brand has undergone work to create a more coherent identity. Its 2023–2024 brand-identity project noted that Milk Touch had grown across many categories but needed a stronger, more consistent visual and communication system. The project sought to establish clearer keywords and a unified graphic language.

Milk Touch is not simply positioned as “cute Korean makeup.” Its branding has been evolving toward a more sophisticated identity capable of encompassing both skincare and makeup.

Influencer marketing has been important to Milk Touch from its early development. The brand’s original growth strategy involved influencer-driven marketing, while later campaigns have used major Korean and Asian celebrities.

In Japan, Milk Touch announced a continued partnership with TWICE’s Jihyo as its brand muse in 2024. The campaign used the slogan “START FROM YOU,” connecting the brand with a customer-first philosophy 5.

This type of celebrity association has helped Milk Touch position itself beyond a small domestic Korean cosmetics label and toward a broader Asian beauty audience.

Milk Touch has expanded beyond South Korea into international markets.

For example, its Japanese operation has a dedicated official online store carrying makeup and skincare categories 3.

In Singapore, the brand has an official distributor serving Singapore and Malaysia, with a local catalogue spanning makeup and skincare 6. The Singapore catalogue currently lists 28 products, including cushions, lip products, skincare, eye and cheek makeup, and accessories.

Milk Touch can broadly be placed within the mid-range / accessible-premium K-beauty segment.

It is not positioned as a luxury beauty house such as Sulwhasoo or The History of Whoo. Nor is it primarily a low-price mass-market brand. Instead, its positioning sits around trendy Korean beauty, attractive packaging, sophisticated formulas, and relatively accessible pricing.

Its current Singapore pricing illustrates this positioning: lip products are generally around S$19.90, the All-Day Perfect Blurring Fixing Pact around S$26.90, and cushion products around S$39.90–45.90 depending on configuration.

Milk Touch’s biggest differentiator is arguably the combination of makeup and skincare under one aesthetic identity. Many K-beauty brands specialize primarily in one side of the market. Milk Touch instead attempts to create a complete beauty ecosystem: Skincare → complexion → colour → lips → finishing.

Its products also tend to share a common idea of healthy-looking skin rather than heavily transformed skin. This gives the brand a recognizable place within contemporary K-beauty: soft, radiant, youthful, and polished, with enough skincare credibility to appeal to consumers who do not want makeup to feel separate from skincare.

Milk Touch is a brand under Olive International, a Korean beauty company whose portfolio also includes other beauty brands. Olive International describes itself as a global beauty company operating multiple brands across domestic and international markets.

Therefore, it is useful to distinguish between:

• Milk Touch — the consumer-facing beauty brand
• Olive International — the company behind the brand

1. milktouch :: Behance
2. milktouch
3. 〖公式〗ミルクタッチ Milk Touch JAPAN ストア｜韓国コスメを買うならミルクタッチ – milk touch
4. Popular Products – Milk Touch
5. 韓国コスメ「MILK TOUCH」ブランドミューズとして“TWICE JIHYO”と再契約を発表！
6. Milk Touch Singapore — official distributor/store