Jelly texture takes off in beauty

Beauty consumers are seeking out products with innovative, playful textures, if the latest figures from research company Kline are anything to go by.

Kline’s new digital tracking service, Amalgam ranked an improved score for jelly-textured products through Q1 to Q2 2018.

Having first identified the trend in the masks category, Kline predicts an increase in Q3 across the masks, serums, moisturisers and make-up categories as new launches hit the consumer market.

In the professional realm, 2018 launches such as Katherine Daniels Miracle Cleansing Jelly and Germaine de Capuccini’s black and green tea jelly massage mediums for pro use helped introduce the texture trend.

Meanwhile the “jelly nails” hashtag has over 10,000 mentions on Instagram. Likened to the glittery rubber sandals of the nineties, jelly nails are colourful, see-through and have a super high shine. Techs around the world have been showing their take on the trend, with exaggerated stilettos that look as if sculpted from hard-boiled sweets, and bright pink coffins with encapsulated multi-coloured glitter.

The popularity of masks still shows no sign of slowing.