Although jelly-textured beauty products are nothing new, the fun format is in the spotlight once again thanks to a wave of new drops from the likes of Sol de Janeiro, Makeup by Mario, and Milk Makeup – who are all serving up their jelly with a twist.
Sol de Janeiro has strayed from your typical run-of-the-mill jelly beauty items – i.e. K-beauty skin care aimed at delivering a bouncy and hydrated look – and has brought the format into fragrance with its debut solid scent, Jelly Perfume Balm.
The solid stick format jelly-textured scent is said to glide onto skin to deliver a concentrated scent that lasts up to ten hours, and comes in three of the Brazilian-inspired brand’s signature accents – Cheriosa 62, Cheriosa 68, and Cheriosa 40.
The news garnered more than 165,000 likes on Instagram and more than 177,000 views on TikTok after breaking.
Celebrity MUA Mario Dedivanovic has also played with the texture in make-up, unveiling his brand Made by Mario’s first-ever Jelly Jar Lip & Cheek Balm – delivering a sophisticated, joyful and grown-up take on the trend.
The featherweight, bouncy-textured two-in-one lip and cheek balm delivers a subtle wash of colour with a diffused-skin finish, without a sticky or gloopy jelly residue, and is limited edition – so once it is gone, it is gone.
They are no longer positioned as gimmicks, but as functional hybrids that deliver real benefits – portability, buildable payoff, sensorial pleasure and visual glow
A timely move, especially when Pinterest has reported that searches for ‘jelly blush’ have increased by more than 130% on the social media platform, driven by a want for tactility.
Milk Makeup, meanwhile, has built on its jelly-inspired empire after the viral success of its Cooling Water Jelly Tints in 2024 with a new four-piece Jelly Shimmer Stick range.
The solid stick jelly products deliver a shimmer-packed highlight with multi-dimensional pearls in one easy swipe, but are also packed with skin-loving ingredients.
“These launches are helping jelly move from a perceived novelty to a credible, long-term format,” says Tayana Borges, a Consultant and Lecturer in brand, innovation and marketing, as well as a specialist in luxury, beauty and wellness.
“The key reason is that they are no longer positioned as gimmicks, but as functional hybrids that deliver real benefits – portability, buildable payoff, sensorial pleasure and visual glow.
“From an application perspective, they also feel intuitive and forgiving.
“They melt, blend easily and layer well, which suits consumers who want speed without sacrificing a polished finish.”
Makeup by Mario unveiled its first jelly-textured product, delivering an elevated offering
How jelly beauty has bounced its way to the top again
Sara Wren, Milk Makeup’s Senior Director of Artistry, agrees that the jelly movement shows no signs of slowing down and can drive
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