The word viral seems to be thrown around by most beauty brands these days, but every now and then, there comes a product that actually lives up to the definition. Milk Makeup Cooling Water Jelly Tint is the latest beauty launch to actually go viral on social media—so much so that it’s become inescapable online. A quick poll around the Glamour office showed that most staff members had seen the new Milk Makeup blush on TikTok or Instagram, with everyone curious to try the squishy, jiggly, jelly-like tube.
The texture has become quite the spectacle in video reviews, with users showing off the bouncy blush by poking, prodding, and in some extreme cases, biting into the product (to be clear: The Milk Makeup Cooling Water Jelly Tint is not safe for eating.)
TikTok content
This content can also be viewed on the site it originates from.
TikTok content
This content can also be viewed on the site it originates from.
TikTok content
This content can also be viewed on the site it originates from.
Described by the brand as “a sheer, jelly lip and cheek stain” the Cooling Water Jelly Tints are formulated with seawater, aloe, and vegan collagen to create an instant cooling effect during application. It comes in four vivid shades—Burst (poppy pink), Spritz (coral), Splash (berry), and Chill (red)—with a watercolor-like finish and buildable coverage.
For a bolder look (and to feel the cooling effect), the brand recommends you apply it directly to skin and quickly blend out with a brush or sponge. Expect this blush to last a lifetime (or close!) since the brand promises more than 1,000 swipes per stick.
To see if Milk Makeup Cooling Water Jelly Tint lives up to the hype, we tried the blush stick in the berry color, Splash, on six different skin types and skin tones. Here are our honest reviews.
Perrie Samotin, digital director, wearing Splash
My always-dry skin (and ’90s upbringing) has made me a real sucker for many products that define themselves as a jelly. And if the product looks and feels like literal jelly, well, hand it over. I tested Splash, a deep berry shade that I found to be exceptionally flattering on my skin tone (light with neutral undertones); it made my cheekbones pop and paired nicely with my greenish eyes. I love how wet, for lack of a better word, it feels going on and how sheer it is.
