01 - Combine lukewarm milk and active dry yeast in a large mixing bowl. Allow mixture to sit for 5 minutes until foamy and activated.
02 - Add granulated sugar, melted butter, eggs, and salt to the yeast mixture. Gradually incorporate flour while mixing until a soft, pliable dough forms. Knead by hand or stand mixer for 5–7 minutes until smooth and elastic.
03 - Transfer dough to a lightly greased bowl, turning to coat all surfaces. Cover with plastic wrap or a clean towel and place in a warm, draft-free area. Let rise until doubled in volume, approximately 1 hour.
04 - While dough rises, combine brown sugar and ground cinnamon in a small bowl. Mix thoroughly to ensure even distribution.
05 - Punch down risen dough to release air. On a lightly floured surface, roll dough into a 16x12-inch rectangle. Spread softened butter evenly across the surface, leaving a small border. Sprinkle cinnamon sugar mixture over butter, covering completely.
06 - Starting from the longer edge, roll dough tightly into a log. Use a sharp knife or unflavored dental floss to slice into 12 equal pieces, approximately 1 1/2 inches thick. For heart shapes, pinch the bottom center of each roll and create a slight indentation at the top center.
07 - Place rolls in a greased 9x13-inch baking pan, leaving space between each for expansion. Cover loosely and let rise in a warm place for 30–40 minutes until puffy and nearly doubled.
08 - Preheat oven to 350°F. Bake risen rolls for 22–25 minutes until golden brown and cooked through. The tops should spring back lightly when touched. Remove from oven and let cool in pan for 10–15 minutes.
09 - While rolls cool, beat softened cream cheese and butter together until smooth and creamy, approximately 2–3 minutes. Add powdered sugar, vanilla extract, and 1 tablespoon milk. Mix until fully combined and smooth. Add additional milk if needed to achieve spreading consistency. Incorporate food coloring or beet juice drop by drop until desired pink color is reached.
10 - Spread pink icing generously over the slightly warm rolls. Serve immediately while still warm for best texture and flavor experience.