Forget cloying creams and sticky serums because beauty's new texture is a a hell of a lot more satisfying and seriously playful.
Welcome to the jelly revolution.
From masks to cleansers, hair products to make-up, all manner of beauty brands are ditching fussy ingredients for one of the most effective hydrators of all - water.
But even though these products may feel like childsplay on application (bouncy blusher, anyone?) you'd be silly to underestimate them, as they're just as quenching, nourishing, pigmented and indulgent as the rest of the products that occupy a well-earned spot inside your current beauty cupboard.
Check out the best jelly beauty products worth investing in.More
This may look like something you'd serve up at a kid's party but it'll work much better on your face than on a plate - especially if you have dull, congested skin. Suspended in the bouncy jelly, a dream team of papaya enzymes and bamboo stem slough off dead skin cells while charcoal binds to grime and make-up, leaving skin cleaner and much brighter.
Simply rub a little between dry palms until it becomes a smooth paste, slather on and rinse off after 5-10 minutes. Hello, glow.
Instagram-famous for a reason, Glossier's milky-jelly hybrid takes the chore out of double cleansing. If you're looking for something that'll dissolve the last traces of make-up and is packed with added skincare benefits, this is it: rosewater soothes, vitamin B5 moisturises and Poloxamer tells grime to do one.
Glossier - $18, available to ship to the UK in October