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Once upon a time, we lived in a society that was polite enough to question whether or not we were ready for this jelly.
Nowadays, there’s simply no point in asking. The jelly is here, on (in?) our shoes, our makeup, our bags, our nails... and anywhere else jelly can go. (It boasts an incredibly versatile texture, so I promise that’s a lot of places.)
Keep reading to discover everything there is to know about this summer’s jelly trend, including how—when you’re actually ready—you can work it into your own life.
The “Jelly” Trend
Our fascination with jelly isn’t anything new. Pinterest forecasted jelly as a trend back in 2024, which was a year full of jellyfish haircuts, translucent suitcases, and “collagen boosting” snack packs.
Obviously, it’s not only actual jelly we’re talking about here (though that is indeed everywhere, too). It’s more so jelly finishes and textures that we’re seeing. Think translucency, bright colors, and lots of suggested bounce. These are things that look like they might be ruined forever if you sink your fingernails into them, but aren’t so precious that you can’t have a good time with them.
Why It’s Trending
Jelly is fun. It’s also cheap! We can make the moldable substance whatever we want it to be, subbing it in for more expensive materials in a way that lets everyone know we’re in on the gag while also letting us play pretty pretty princess. This is where the “Firkins” (that would be Faux Birkins) come in.
It also has a scientific background that fits right into our modern wellness landscape. As a form of collagen itself, gelatin stimulates natural collagen production. Hydrolyzed gelatin also acts as a moisturizer in so many products, and the concept of a jelly product offers some major skintertainment.
But back to the fun point. Having also shown up everywhere in the early 2000s, there’s something extremely nostalgic about jelly. Bright and a little bit silly, it has the ability to transport us right back to childhood. After a winter cosplaying as Carolyn Bessette Kennedy, it feels good to have a little fun with fashion again. You can’t take things too seriously when your jelly bangles are clacking around, can you?
Where You’ve Seen It
Scroll through your Instagram or Pinterest feeds and I can almost guarantee jelly will be present in one way or another. Then check your makeup bag, too. Or maybe your perfume cabinet? Jelly Perfume Balms are a thing now. You can apply them on freshly moisturized skin thanks to any number of jelly-textured serums and creams, like Sofie Pavitt’s Skin Jelly Oil-Free Moisturizer or Milk Makeup’s Watermelon Jelly Brightening Serum Stick.
Meanwhile, the It girls are putting on their Poster Girl Invisible Dresses and jelly flip flops (or their Chloé knot front kitten heel mules or classic Melissa jelly ballet flats) to match their fresh jelly pedicures after luxuriating in a jelly face mask GRWM process. They’re grabbing their jelly bags and heading out the door for dinner at a trendy restaurant where they’ll certainly encounter some more jelly.
In the food sphere, fancy jell-o shots are trending—Eater said so. Brands like Solid Wiggles are bringing them nationwide, or you can make your own with something like Guava Nectar Gelée.
If you’d prefer a cake, Nünchi is a star. Founder Lexie Park recently made treats for brands like Adidas, Crown Affair, Orebella, Dior, Apple, and NYX, who are all in on the trend.
Shop the Look
So, you’re officially ready? Keep scrolling to shop the trend and set yourself up for a night that will make everyone jelly.
A little advice, though: Make sure to hit the bathroom to grab a selfie with your jelly phone case and reapply your Violette_FR Bisou Jelly after dessert! And spend some time with your jelly cleanser of choice (mine is Goop’s Cloudberry Exfoliating Jelly) once you get home.
Then, fall into your AI Jell-o bed (just kidding, ew) and pick up your copy Allie Rowbottom’s Jell-o Girls for a bedtime story. It’s a great memoir, and really has so much to do with what we’re talking about here.
Milk Makeup Cooling Water Jelly Tint | Bonbonwhims Jelly Shot Ring |
Guava Nectar Gelée | Cirque Colors Midnight Jelly Polish |
Melissa Possession Ballerina | Flower Child Jelly Firkin |
Mini Blue Gummy Bear Hair Claw Clip | Makeup by Mario Jelly Jar Lip & Cheek Balm |
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Read the original article on Byrdie
