Synonymous with our childhood (...and hospital stays), jelly has become the unlikely beauty buzzword of the moment.
Arguably a trend stemming from the K-beauty boom, jelly-textured infusions have been infiltrating the beauty market and gradually forming the basis of increasingly more skincare products. The lightweight, gelatinous texture is an alluring alternative to heavy creams and oils, without compromising on hydration.
With summer on the way, this lightweight substitute is sure to be going mainstream. Japanese beauty giant is one of the early adopters taking the trend to the masses with their new millennial-targeted WASO range. Rooted in natural and organic ingredients, the WASO Fresh Jelly Lotion name is derived from the texture and hero ingredient: white jelly mushroom. The fungus is said to encourage a healthy, dewy complexion.
Other brands tapping into the jelly trend include LUSH, Estee Lauder and niche skincare brand Drunk Elephant.