Never did I once think I would be applying a jelly-textured solid perfume to my wrists, but I suppose stranger things have happened in the beauty space. The beauty industry is entering its jelly era, or it may be more accurate to say it’s well and truly in its jelly era. Over the last couple of years, the industry was on a very serious trajectory. Active ingredients, high-tech treatments and advanced technologies dominated the conversation. Skincare became clinical, and makeup was very much performance-focused. Beauty very quickly became about its deliverables. And maybe that’s exactly why the jelly trend has been taking the beauty world by storm. I don’t think it could have arrived at a better time. We could all do with a little jelly joy in our routines.
Like with so many beauty innovations, this wave began in South Korea. K-beauty has become a leading force for the industry, and the numbers reflect that. South Korea exported more than $8.25 billion worth of cosmetics in 2023, according to the Korea Customs Service, cementing its place as one of the most powerful beauty exporters and influencers, globally. When South Korea launches something new, we all take note, including big conglomerates.
