Milk Makeup earned its cult status for creating vegan, cruelty-free products that deliver impressive results, but the reason it has remained front of mind is simple: the brand has brought the fun back to beauty. The Cooling Water Jelly Tint is the latest product to unite TikTok with its bouncy (yes, it moves like jelly) texture whicth brings a bright flush of sheer colour to cheeks and lips.
The hype was brewing long before the brand brought these viral blushes to our shores: in the States, it sold out within 24 hours and instantly garnered a 45,000 person waitlist for the restock.
It was a similar story on home soil: when the brand released Jelly Tint last month, it was mere minutes before the shelves were swept clean. Now, these in-demand blushes are back in stock – but likely, not for long.
So, what's driving the hype? Really, these unique formulas are quite unlike anything else on the market. Firstly, there's the skin-boosting benefits: the water-based formula is packed with humectants, soothing aloe vera and fortifying niacinamide, so will look after sensitive skin brilliantly. Then, theres the striking colour payoff: these bright and bold hues somehow deliver both vivid pigment and a flattering translucency, resulting in a wholly modern way to wear colour.
According to Milk Makeup's chief operating officer Dianna Ruth, the innovative new product is a lovechild of the brand's best-selling Cooling Water under-eye stick and the Lip + Cheek cream blush stick. 'We recently discovered a new gelling agent that had a cooling, refreshing feel to it, and it clicked – the perfect next iteration for Cooling Water and for blush,' says Ruth.
'We set our sights on making it a lip and cheek stain, because traditionally they’re messy, hard to apply, and don’t often stick around as long as you want them to. So, not only did it have this first-of-its-kind bouncy jelly texture, it also solved a common ask from our community: to make a blush that wouldn’t fade.'
The multi-use stick comes in four shades for a flush of colour that complements a wide range of skin tones. Spritz is a peachy coral hue, Chill is a buildable red tint, Burst gives a fuchsia finish, and Berry is the deepest shade with hints of purple.
When the stick touches your skin, it feels bouncy, soft, squishy and cool while holding its shape and has a subtle, sweet scent. Because it’s a water-based tint, you’ve got to make sure to close it properly after each use – listen for the click – to ensure it doesn’t dry out, and while the packaging might be petite, you'll get over 1000 swipes of colour from each one.
I love using the shade Chill for a sun-kissed, no-makeup look, especially on holiday as the small size is ideal for travel. It glides on easily, stays put all day and isn’t drying at all.
When it comes to applying Jelly Tint to the cheeks, I was initially intimidated. The colour is a stain so it dries incredibly quickly and doesn’t budge, giving minimal time for blending. But after studying the method of dozens of makeup experts and consulting Milk's director of artistry Sara Wren, I’ve mastered the application.
'Cooling Water Jelly Tint is made to be easy, so you can swipe it directly from the stick onto your skin. But for beginners or anyone who wants a little extra control, I recommend swiping a fluffy brush over the stick, then stippling it onto your cheeks so you can place it exactly where you want, and build up the colour from there,' says Wren.
'For lips, you can just swipe it on directly from the stick. But you can also use a lip liner brush to turn your product into a long-lasting liner. I also love applying more intensely in the centre of my lip, then diffusing it outward for a just-ate-a-popsicle effect.'
My best tip is, when applying your Jelly Tint to moisturised lips, don’t rub it in or press your lips together right away or the colour tends to concentrate in the centre. Instead, leave it to dry for a few seconds and if you, like me, like a juicy finish, apply a lip oil, gloss or balm on to.
To get an even, unified cheek colour, start with a very light, dewy base like a tinted moisturiser or BB cream. Then, applying the Jelly Tint directly to the cheeks, work one cheek at a time in a single swipe. At this point, I like to blend immediately with my fingertips, focusing on the edges for a natural, diffused finish. If you’re having trouble getting the right finish, I would recommend underpainting – applying it before your complexion products for a more natural, glowing pop of colour. But really, rules shouldn't apply here. Wear it as you want, when you want: the aim is fun, remember?
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