It’s no secret that blush is one of the year’s top-selling makeup products. In 2024, the category has delivered countless launches, trends and new formulations. Every month seemed to produce a new blush, primed with viral potential. Though cream and liquid formulas were popular, jelly blushes stood out from the sea of products. Jiggly, cooling and adorably packaged, these unique blushes were practically made for social media, and the internet took to them like candy. According to Spate, jelly blush isn’t just a new formulation but is also a micro-trend within the category.
Spate found that jelly blushes have seen a significant growth of 1.3K percent year over year. Of course, much of that success is due to Milk Makeup’s viral Cooling Water Jelly Tint. According to the Spate report, Milk’s Jelly Tint is the top driver of interest and the only brand searched alongside this trend. Following their launch in February, interest in jelly blushes began spiking all over the internet.
Admittedly, the quirky formula and promise of a light wash of color with a cooling sensation are hard to resist. If you’ve ever gotten your hands on the tiny tube, you know it delivers exactly what it promises. It glides on smooth and melts into the skin to give you a natural-looking flush.
The sentiment on TikTok is the same. Eight out of 10 videos reviewing the blush revealed people acting positively, showing excitement and curiosity for the product. But the enthusiasm extends beyond Milk. Sheglam’s Jelly-Licious Hydrating Lip & Blush Tint also received high marks with 416.9K views next to Milk’s 80.5K. Together, these products helped boost the jelly blush trend, giving #jellyblush 756.8K views and making it one of the year’s top makeup looks. The numbers don’t lie, and it’s clear that jelly blush is here to stay.
Jelly blushes to try
