BB Jelly Is the Under-the-Radar K-Beauty Product You Should Know About

I'm a huge fan of BB and CC creams, cushions, waters, serums, etc. You name it, I've tried it. So during a recent conversation with a K-Beauty pro about the world of alphabet creams and potions, I heard about something I never knew existed: BB Jelly. What? How could I have missed one? Aside from the super cute name (I'd expect nothing less from Korean beauty gurus), Holika Holika Aqua Petit Jelly BB ($20) was screaming my name and I had to try it ASAP.

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Although not quite the "jelly" consistency I had dreamt up, it is much lighter and airier than other BB formulas I've tried. It feels so silky smooth and glides onto my skin incredibly easily—there's a lightness to it that I haven't seen in other products. This seems to be due to its 80 percent mint water content (water is the first ingredient on the lineup, which is rare for makeup, but very beneficial for skin). The Alaskan glacial water—it comprises various fruits extracts—allows the product to deliver hydration and a cooling effect of sorts that just makes the whole application more comfortable and enjoyable. Another key ingredient, marine jelly, is included for its ability to give skin a bit of youthful bounce and a dewy glow that Korean women (and American women!) crave. 

As far as shades go, the one I used is called "aqua natural," which the brand says is good for warmer skin tones. There's also an "aqua beige" shade that works best on cooler tones. I'd say both are geared more toward those with lighter skin types, but they do blend really well, so if you follow it up with tinted powder, you could probably make it work for any tone. 


Although the product itself isn't new, it's definitely a new favorite of mine for its texture and refreshing, skin-smoothing effect. It's also a best-seller in the K-Beauty space, which gives it major points in my book. 

Overall, if you're looking for water-based makeup and you want a product that masks your imperfections without looking or feeling cakey, this is the answer to your beauty prayers. And don't be surprised if you see more jelly formulations hitting the market soon. We can only hope!