The "jelly beauty" trend is a nostalgic trend that has taken over the world of beauty, with companies in Korea pioneering the concept. The trend shifts away from heavy opaque pigments in favor of translucent, bouncy, and vibrant textures. It is seen as a high-shine, high-sensory evolution of the 'clean girl' aesthetic. Clothing, makeup, and skin care products are all part of the trend, with products designed to create a 'glass-like' transparency and provide a lush, hydrated glow. The most popular product type in this trend is Cleansers, with recent examples seeing more jelly masks and moisturizers. Additionally, the fragrance world is getting in on the game with the recently released Sol de Janeiro Cheirosa 68 Jelly Perfume Balms.