In a large bowl, whisk together 1 cup warm water (about 105–115°F / 40–46°C), 2 tsp instant yeast, 3 tbsp granulated sugar, and 3 tbsp whole milk. Let sit 3–5 minutes until foamy. If not foamy, warm water slightly and try again.

Mix dry ingredients

In a separate large mixing bowl, whisk together 3 cups all-purpose flour and 1 tsp fine sea salt.

Combine wet and dry

Add the foamy yeast mixture, 4 tbsp softened butter, and 1 large egg to the dry ingredients. Mix with a wooden spoon or paddle attachment until a shaggy dough forms.

Knead

Turn the dough onto a lightly floured surface and knead for 6–8 minutes until smooth and slightly elastic. If using a stand mixer, knead with a dough hook on medium-low for 5–6 minutes. Dough should be tacky but not sticky; add up to 1–2 tbsp flour if too wet.

First rise

Place dough in a lightly oiled bowl, turn to coat, cover with plastic wrap or a damp towel, and let rise in a warm draft-free spot until doubled, about 60–75 minutes.

Cinnamon Filling

Prepare filling

While the dough rises, combine 4 tbsp softened butter, 3 tbsp light brown sugar, 3 tbsp granulated sugar, 2 tsp ground cinnamon, and a pinch of salt in a small bowl. Mix until smooth and spreadable.

Assemble & Bake

Roll out dough

After dough has doubled, gently deflate and turn onto a lightly floured surface. Using a rolling pin, roll into a rectangle about 12 x 9 inches and roughly 1/4 inch thick.

Spread filling

Evenly spread the prepared cinnamon filling over the rolled dough, leaving a 1/2-inch clear border along the long edge farthest from you.

Roll and cut

Starting from the long edge nearest you, tightly roll the dough into a log. Pinch the seam to seal. Using a sharp knife or dental floss, cut the log into eight even pieces (about 1 1/2 inches each). Place the rolls cut-side up in a buttered 9-inch round or 9x9-inch square baking pan, leaving a bit of space between them.

Second rise

Cover the pan with plastic wrap or a clean towel and let the rolls rise in a warm place until puffy and nearly doubled, about 30–45 minutes.

Bake

Preheat the oven to 350°F (175°C). Remove the cover and bake the rolls for 20–25 minutes, rotating the pan halfway through, until the tops are golden brown and the centers are set. If the tops brown too quickly, tent loosely with foil for the last 5–10 minutes.

Cool slightly

Remove from oven and let the rolls cool in the pan for 8–10 minutes before glazing or serving. This helps them hold shape while still warm.

Glaze (optional)

Make glaze

While rolls cool slightly, whisk together 1 cup powdered sugar, 2 tbsp whole milk, 1 tsp vanilla extract, and a pinch of salt until smooth. Add more milk a few drops at a time if too thick.

Glaze rolls

Drizzle or spread the glaze over warm rolls. Serve warm for best texture and flavor.