Milktouch

Milktouch is a South Korean cosmetics brand founded in April 2019 by Hong Young-gi, a Korean beauty influencer who had built an online following over more than a decade before launching her own line [6][4]. Stylised in lower case as "milktouch" and rendered "Milk Touch" by many retailers, the brand makes skincare-infused makeup and skincare, all of it produced in Korea.

The company sits at the intersection of two late-2010s currents: the influencer-founded beauty label and the K-beauty "glass-skin" aesthetic of dewy, luminous complexions. According to retailer accounts, Hong had worked as an influencer for around thirteen years and reached a combined audience of roughly 1.66 million followers; she started Milktouch to make products she felt confident recommending to family and friends after years of trying many others herself.

Milktouch is operated by Olive International, a company also referred to as Olive Inter, reachable through the oliveinter.com domain [3]. The brand's national origin is recorded inconsistently across its own materials. Editorial and retailer sources place it unambiguously in South Korea — founded there by a Korean creator, with products described as "100% made in Korea" [6]. The brand's US storefront, however, lists its legal entity as "Olive International LLC" at a Casper, Wyoming address on its terms-of-service page [3]. That Wyoming entity functions as a US sales and registered-agent vehicle rather than the brand's base: the same documentation carries a Korean-format business registration number and Korea Standard Time business hours, and the company's origin is Korean.

Milktouch organises its identity around the idea of "tone." The company describes tone as going "beyond the simple notion of light or dark," framing it instead as "the unique, personal aura that each of us carries," and says its mission is "helping you discover the unique tone in which you shine the brightest" [1]. On its homepage the brand extends this to an inclusivity message, asserting that "true tone transcends race and shade" [2]. Internally it summarises its outlook as "Touch Your Heart," a stated aim to reach customers through sincerity [4]. Its tagline is "Define Your Tone For Your Shining Day."

In practice this positions Milktouch as an indie K-beauty label built on wide shade ranges and complexion products that blur the line between makeup and skincare.

The first product the brand launched was the Marshmallow Foundation, a lightweight formula made with marshmallow root extract [4]. Its most widely reviewed item is the All-Day Skin Fit Milky Glow Cushion, a cushion foundation sold in roughly twenty shades that retailers frequently cite as the brand's signature product [4][8]. The line also includes the Jelly Fit Tinted Glow Lip Tint, the Dewy Glass Skin Foundation, and a Black Peel Off Lip Tattoo, alongside other base, lip and eye items and a small range of skincare.

Formulas lean on ingredients common to brightening and soothing K-beauty products, including glutathione, niacinamide, a cica complex, panthenol and ivy extract [5]. The Milky Glow Cushion is marketed as combining skincare with makeup for a "naturally glowy, glass-skin finish," with a "60% moisturising essence" and a non-oxidising, all-day formula, according to the product's description [5]. A UK retailer lists the cushion as vegan and cruelty-free, based on a product-level certification graphic rather than an independent certifying body [5].

Beyond its own storefront, Milktouch is sold through a range of international K-beauty channels, including Olive Young Global, YesStyle and Stylevana [7]. Its dedicated global social accounts operate under the handle @milktouch_global on Instagram and TikTok.

Milktouch is active. As of 2026 it maintains a first-party online store with a current product range and is distributed across multiple international retailers, supported by active global social channels.