The new trend of the beauty industry for jelly-like textures was started traditionally by Asian cosmetic brands, being the first to offer the latest technology, innovative ingredients and treatments of the future, such as the brands Kailijumei and Winky Lux, which had presented transparent lipsticks with shades inside. Then the idea was picked up by the French House of Dior, introducing the Fresh Jelly Mask, and the Glossier brand, which revealed the Milky Jelly facial cleanser.
A jelly consistency allows masks to penetrate into the skin faster, instantly refreshing it and filling it with moisture. In addition, while conducting another of their researches, beauty publisher Total Beauty noted that such items can easily be considered bouncy beauty products raising the mood and bringing joy. With that in mind, more and more brands are calling their jelly textured wares "bouncy", following the example of The Body Shop.
On top of the new level of care treatments, the "jelly" offers a completely new type of decorative cosmetics, creating the effect of light negligence, without the need to follow the standard patterns of application and blending, giving makeup artists new opportunities in creating way-out images.