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.
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Don't be scared by the jelly texture, this genius highlighter packs serious pigment without messing up your base make-up. Simply dab onto the high points of your face for the ultimate glow, or mix a touch into your foundation for all over radiance.
Actual blackcurrant particles work in this gel-meets-jam texture exfoliator to slough away dead skin and leave your complexion feeling (and looking) a whole lot fresher.
Ok, so it might look like a dubious pot of hair gel from 2003, but this genius glycolic acid mask is actually the secret to brighter and smoother skin. Forget irritating acids that make your face red and itchy, this soothing mask calms your complexion whilst exfoliating at the same time.
Give tired, puffy eyes a jello shot of radiance with this pomegranate-infused eye cream. Delivering a serious dose of antioxidants, this cooling jelly keeps eyes hydrated all day long.
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.
For days when nothing seems to quench your skin's thirst, Shiseido have come up with this ultra-hydrating jelly which transforms into a silky lotion. As the water droplets break on the skin's surface, they make their way to the driest spots where they are needed the most. If your face always feels tight and uncomfortable after cleansing, snap it up.
A moisturiser and make-up primer in one, this Korean favourite is a godsend for both lazy girls and those with tight, dehydrated skin. The added hyaluronic acid lends a plump look and feel and foundation smooths on an absolute dream. Stockpile it.
Springy curls without the crunch are now within touching distance thanks to Bella and Gigi's hairstylist, Jen Atkin. The innovative gel-oil formula is packed with glycerin for a mirror shine, keratin to fight frizz and hydrolysed silk proteins which all leave your locks beautifully bouncy, not crispy.
If your foundation slips off before you've even got to the office, you need a pot of this stuff. The completely clear (and satisfyingly springy) jelly may not look like much at first but trust us when we say it's like velcro for make-up. It hydrates, primes and locks your look in place for hours on end. No wonder make-up artists all over the globe swear by it.