The Jelly Beauty Trend Takes Over 2026

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You may have noticed that the gummy candy PR team has been working overtime lately. In the past year or so, Swedish candy companies have taken over the zeitgeist, with people lining up around the block of new storefronts to pick up their curated selection of fruity, chewy bites. While food may seem unrelated to the world of beauty, that addictive, mouth-watering treat has sparked a new trend you’ll want to sink your teeth into: “jelly beauty.”

Searches for “jelly candy aesthetic” are up 100 percent this year on Pinterest. And like an insatiable sweet tooth, we can’t get enough of this nostalgic treat – which is why it’s a pick on our first Feel-Good list.

“Think of the ‘gel trend’ as a high-brightness, high-sensory evolution of ‘girl beauty’,” says Alexandria Cervantes, training and education manager for NYX Professional Makeup. “A playful, fluid movement from heavy, opaque color to fluid, fluid, and vibrant texture. This trend is more than just a ‘wet look’ – it’s a full sensory experience.”

The beauty of jelly has taken over everything from nails to our makeup and skin care formulas, with many forward-thinking companies in Korea inventing the concept. And now, even the fragrance world is getting in on the game with the newly released Sol de Janeiro Cheirosa 68 Jelly Perfume Balms ($26).

Infatuation is not new; almost every ’90s child remembers glittery gel sandals and vintage hair clips. “Playing with transparency and jelly textures was all the rage, from jelly shoes and hair clips to inflatable furniture, clear backpacks, and, yes, jelly polish,” says Rita Remark, Essie’s world-leading teacher and nail artist.

The jelly beauty trend leaves your skin, nails, and lips so hydrated that they look like they’re being eaten. And who doesn’t want that? To learn how to jellify your beauty routine, read on.

Jelly Skin Care

We see a trend in skin care in two main ways: with products made of gel and with firm skin. Jelly skin is dewy, bright, and perfectly smooth. “It promotes ‘plumped-from-within’ hydration that looks plumped with moisture and feels very lightweight on the skin,” says Cervantes. It springs back to the touch and feels as watery (or watery) on the inside as it looks on the outside.

Cleansers were the most popular brand in the trend, such as Glossier Milky Jelly ($24) and Herbivore Pink Cloud Creamy Jelly Cleanser ($28). But in the past year, we’ve seen more gel masks, like Byoma Bio-Collagen Radiance Facial Mask ($18), and moisturizers, like Innisfree Cherry Blossom Dewy Glow Jelly Moisturizer ($30) and Medicube Collagen Niacinamide Jelly Cream ($22), take off. “These formulas are designed to provide a quick cooling, hydrating sensation on contact, to immerse the skin in hydration without the complexity of traditional creams,” says Cervantes.

Jelly Makeup

Makeup is the most popular – and easiest – way to get into the gel trend. Everything from your primer to your eyeshadow, lip gloss, and blush is jelly-fied, allowing you to channel that pillowy feeling with subtle lips, pouty cheeks, and smooth lids.

“These products are designed to create a ‘glass-like’ glow, allowing your natural skin texture to peek through while providing a radiant, hydrated glow,” says Cervantes. For finger nostalgia and to tap into your inner child, choose to print fingers on your face. “Your skin’s warmth helps these gel-based formulas melt seamlessly into one another, preventing ‘skipping’ or ‘stiffness’ that brushes with glitter products can create,” says Cervantes.

The trend of jelly nails resurfaces every few years. “[It’s] “It’s been around since the Y2K era,” notes Remark. But recently, a slight improvement in structure and texture has been seen. Today, we see solid, structured jelly manicures achieved with 3D gel and 3D appliques. With polish, we see a gel texture in the form of a glossy, milky sheen that provides light coverage and a glossy, almost glassy, wearable finish. shiny,” he says.

Different takes on this nail design have just started, from “Korean blish tonails” to “moonlight nails.” Jelly nails are often characterized by a glossy, glass-like polish achieved by just polishing, such as Essie Nail Art Studio Jelly Gloss Nail Polish ($13), Cirque Colors Sheer Jelly Polish ($13), and Nails Inc. 45 Second Speedy Gloss Nail Polish ($9). Nails are very shiny and made to look wet all the time – as if you can’t remove the top coat of polish.

Jessica Harrington (her) is the Beauty Category Leader at Popsugar, where she oversees all direct coverage across the website, social media, and newsletter. With over nine years of experience in the industry, she has interviewed many celebrities, reported on hundreds of beauty trends, and changed more lipsticks than she can count. Prior to PS, Jessica worked for publications such as Makeup.com, Skincare.com, and Zoe Report. He is based in New York City and holds a journalism degree from Hofstra University. Outside of work, she enjoys reading, traveling with her husband, saving and cooking.