Jelly, Gummy, Bubble, Pop! Why Texture is Everything Right Now in Beauty

March 27 | 3 minute read

Words by Kaylah Joelle Baker

It’s the era of the gummy – but before you think we’re entering the realm of edible beauty, let me clarify: it’s less snack-time and more playful textures, sensorial formulas and candy-like results.

This energetic craze is firmly making its mark on the beauty sphere – a clear sign that Y2K-coded moments are well and truly back. See: kitschy inflatable couches, jelly shoes and foaming masks.

Always at the forefront of innovation, it’s no surprise South Korea has been leading the way in ‘jelly beauty’ for some time, with K-Beauty brands mastering the art of pairing visceral appeal (think textures with serious ASMR potential) with high-performance formulas – the very essence of this trend.

Beyond its ability to spark joy into your routine, the trend is defined by dewy, translucent skin – think glowing, smooth, plump and yes, bouncy! – coupled with lacquered finishes and sweet, juicy flavours you might otherwise find in a packet of Aeroplane jelly.

So… are you ready for all this jelly?

The Sweetest Pout

First came glass skin, now comes glass lips! Not too dissimilar to the hydrating, mirror-like results of your favourite glazing skincare products, these jelly-like formulas do more than the quintessential extra-glossy staple of the 2000s era.

Leading the pack for its sweet, gourmand scented glosses is the ultra-shimmery Too Faced Kissing Jelly Lip Oil Gloss. Infused with a nourishing, nutrient-rich combination of sunflower and jojoba seed oils, it reimagines nostalgic glittery glosses – swapping surface shine for lasting benefits. And with shade names like ‘Sweet Cotton Candy’, ‘Strawberry Frosting’ and ‘Cherry Pie’, it’s the perfect recipe for kissable lips.

While the lip glosses of the past were all stick and no substance, Tower 28’s ShineOn Lip Jelly proves otherwise. Packed with a powerhouse of five skin-soothing oils (apricot kernel, raspberry seed, rosehip, avocado and castor), its gel-like texture leaves lips looking bouncy. Wear it alone for a sheer finish or glide over your favourite pigmented product for a bolder look.

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By far one of the most interesting innovations to come from this trend is VIOLETTE_FR’s Bisou Jelly. Treading the line between a sheer lipstick and a nourishing, collagen-boosting balm, it has two distinct layers: a pigmented core, nestled within a jelly exterior. The result? A juicy, plump, just-been-kissed finish. It’s jelly, in its chicest French form.

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Bouncy Fragrance Balms

Playful textures aren’t just for makeup or skincare; they’ve also made their way into our fragrance wardrobes. Enter: BeautyTok’s new solid scent obsession, the Sol de Janeiro Jelly Perfume Balm. Available in the same iconic scents as their Perfume Mists, these pocket-sized balms are perfect for no-spill touch-ups throughout the day. They also layer seamlessly with their matching mists and body creams, or another fragrance of choice. And before you ask: no, they’re not sticky – and yes, they’re translucent, so there’s no transfer onto your clothes.

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The Bubble Bath Treatment

When it comes to scalp care, function doesn’t have to outweigh form. In fact, the latest inventive, skincare-for-your-scalp formula from Dyson moonlights as a sensory experience. The Amino™ Leave-In Scalp Bubble Treatment is designed to support stronger, healthier-looking hair at its foundation. A foam-to-serum formula, it allows for precise application without weighing down hair or causing build-up. Powered by amino acids, niacinamide and caffeine, it nourishes, soothes and balances the scalp. You’ll be in love at first fizz!