In a stand mixer, combine all-purpose flour, granulated sugar, salt, and instant yeast. Warm milk until it's comfortably warm to the touch, then add it to dry ingredients along with beaten egg and unsalted butter. Knead the mixture for 7-10 minutes until smooth and elastic, then cover and let rise for about 2 hours, or until doubled in size.

Roll out the risen brioche dough onto a floured surface into a rectangle approximately 16 × 12 inches. Spread a thick layer of Biscoff spread over the dough, then roll tightly into a log and slice into 12 equal rolls. Place in a greased baking dish, cover, and let rise for an additional hour until puffy.

Preheat your oven to 350°F (180°C). Once the rolls have puffed up nicely, bake them for 25 minutes until lightly golden on top and cooked through.

In a mixing bowl, combine cream cheese, Biscoff spread, softened butter, powdered sugar, and vanilla extract. Whip together until smooth and creamy.

Spread the Biscoff cream cheese frosting over warm rolls right after taking them out of the oven. Let them sit for a few minutes before serving.