Beauty fans have been raving about the most recent makeup trend – jelly beauty – and with brands such as e.l.f and Milk launching jelly formula products, we chat to experts about why this has become so popular
Social media is great for getting inspiration for beauty and skincare buys, as well as tips and tricks for anti-ageing and how to change your routine to suit your skin.
Now the latest ‘jelly beauty’ trend could help to keep you looking youthful for longer according to experts, due to being packed with skin-loving and hydrating ingredients. Several brands are launching jelly products, including e.l.f cosmetics relaunching the iconic Jelly Pop collection after a long-awaited return, as well as the cult favourite Milk Jelly Blush.
It originates from Korean beauty and skincare, which has also had a surge in popularity in recent years, with beauty buffs searching K-Beauty more than ever. The hydrating formulas first gained a cult following, mostly from Gen Z, who took to TikTok to share their reviews. Now become a generational phenomenon, K-Beauty products and jelly formulas are everywhere.
READ MORE: Long awaited Boots X Love Island Beauty Box is finally back with over £290 of product for £55
READ MORE: I found a way to get £443 worth of free skincare thanks to this hydrating bundle
Zoe Budd, Founder of ZOBU Aesthetic Concierge and advanced aesthetic Facialist told Daily Mirror Jelly textures are having a moment “for a good reason” and said she layers high-impact jelly-style formulas rich in hyaluronic acid, snail mucin, tremella and peptides to flood skin with water, cushion fine lines and create that mirror-finish glow.
“These jelly-texture ingredients not only hydrate deeply but also help firm, smooth and support the skin barrier which makes them brilliant for that soft-focus anti-ageing effect. The payoff is that skin looks plump, calm and luminous both on camera and in real life.”
e.l.f cosmetics most-requested product, the Jelly Pop Dew Primer (£10) is finally back for a limited time, and the sticky gel primer helps to keep makeup in plce while moisturising skin. Infused with vitamin E plus watermelon extract and a refreshing watermelon scent, it smooths skin’s texture.
Dr Jessica Halliley, Founder of Your Beauty Doctor noted that jelly-textured beauty products have become an instant hit “thanks to their playful, cooling and water-rich formulas that tap into our craving for dewy, youthful skin”.
She told Daily Mirror: “These hybrid gel-cream textures are typically infused with plumping ingredients like hyaluronic acid which delivers hydration, while visibly softening the appearance of fine lines.”
The expert said they’re great for a quick ‘boost’ and from a skincare standpoint the water-based texture coupled with humectants could “help support skin firmness and dewiness”. But said the “anti-ageing effect is essentially on a temporary surface level” and advised long-term skin changes would be required for “real regeneration”.
Milk Makeup Cooling Water Jelly Tint – Lip + Cheek Blush Stain (£22) has earned a cult status among beauty fans, who call it a “must have” for any makeup bag that people say leaves their skin looking healthy.
Another viral favourite that has been hailed on TikTok by beauty fans is the fwee Lip & Cheek Blurry Pudding Pot (£16). A tinted balm for the lips and cheeks. The creamy, bouncy pudding-like texture glides on effortlessly. It can work as a matte lip tint or blush and the pigmented formula blurs to leave a subtle finish or can be layered to build colour.