Milk's mission is to promote sex, sexuality and sexual health through products, services and programs that inform, motivate and support men in their efforts to improve, practice and enjoy a safe & sane, sensual & consensual sex life.

It is our vision to become a leading organization that promotes men's health and well-being, helping men to live our philosophy and slogan: "sexy. sensual. healthy." = "sexy. sabroso. saludable."

Through our activities, we promote several fundamental values:

• honesty
• integrity
• respect
• mutual support
• liberty
• equality
• solidarity