Fairlife, stylized as fa!rlife, is an American brand of ultra-filtered milk distributed by The Coca-Cola Company. In the United States, the milk comes in five flavors: reduced fat, chocolate, strawberry, fat-free, and whole milk.

In 2012, Fairlife, LLC was formed when Select Milk Producers entered into a partnership with The Coca-Cola Company. The brand first appeared in Minnesota, where it launched in February 2014.

In November 2014, an advertising campaign for the brand featuring pin-up girls covered in milk, with the taglines on the ads claiming the milk contained "50% more protein & calcium," was launched in the brand's Minneapolis and Denver test markets. Business Insider reported that some Twitter users criticized the advertisements. Laura Bates of The Guardian criticized the ads, claiming they sexualized women for commercial purposes and noting, "seeing these images of women’s bodies being used, once again, to advertise an unrelated consumer product ('Drink what she’s wearing') is a tedious reminder that when it comes to the objectification of women in advertising, we seem to be slipping backward instead of moving forward." Chris Plante of The Verge commented, "at worst the ad is selling consumers on the idea of drinking ultra-filtered milk off an ultra-sexualized woman, and at worst it's selling you 2% part milk. The remaining Fairlife ads are equal parts awkward and demeaning." Plante, however, adds,"otherwise Fairlife has honed its pitch as a healthy, natural dairy product," mentioning the brand's marketing sheet.

Later, in February 2015, the Coca-Cola Company officially launched Fairlife, and began to distribute the milk across the United States. Fairlife is marketed as an ultra-filtered milk, as well as "a dairy option that is sourced from sustainable family farms."

In January 2020, the company added a range of coffee creamers to its lineup with four flavor options: regular, Hazelnut, Vanilla and Caramel. Later, in July 2020, Fairlife added ice cream to its lineup, with seven flavor options: vanilla, chocolate, cookies & cream, chocolate peanut butter, double fudge brownie, java chip and mint chip. The brand claims that each flavor will have between eight and nine grams of protein and 40% less sugar than traditional ice cream.

Anders Porter of Fairlife's Coopersville, Michigan, facility stated, "we separate the cream, filter, heat treat, homogenize, test and bottle the milk." According to Sue McCloskey, who developed the system used to make Fairlife with her husband Mike McCloskey, the ultrafiltration process removes the lactose and much of the sugar and leaves behind more of the protein and calcium. Fairlife is labeled as ultra-filtered milk.

The Fairlife line of milk is distributed by Coca-Cola's Minute Maid division.

In regard to Coca-Cola's strategy for Fairlife, the company's North America President Sandy Douglas stated, "Our vision for the nutrition beverage business and the milk product that I showed you which is made on a sustainable dairy with fully sustainable high-care processes with animals, has a proprietary milk filtering process that allows you to increase protein by 50 percent, take sugar down by 30 percent, and have no lactose, and a milk that's premiumised and taste better and we'll charge twice as much for it as the milk we're used to buying in a jug." The cost of Fairlife is indeed, roughly twice as high as conventional milk; Fairlife's national average price in the US is $4.29 per 52 oz., compared to the national average pricing of conventional milk at $2 per 64 oz.