The jelly-textured beauty products market is experiencing significant growth driven by consumer demand for hydrating, multifunctional formulations that deliver dewy, skin-like finishes. According to analysis by Cosmetics Compass and Accio, jelly makeup gained substantial traction as a TikTok trend in 2024, with brands like E.l.f. Cosmetics capitalizing on the texture's unique sensory appeal and buildable coverage properties.
These formulas are typically water-based and incorporate hydrating actives such as hyaluronic acid, aloe vera and glycerin, which provide immediate cooling effects and enhanced skin compatibility. Market drivers include the growing preference for lightweight, breathable textures that offer customizable coverage while maintaining skin barrier function and the increasing consumer focus on products that combine cosmetic performance with skin care benefits.
Vogue India hails jelly formulas as "that perfect spot between liquid and solid" that also hold pigment very well, "so you don’t need to mix your powders with clear glosses to achieve a certain look anymore." This week's Product Spotlight example is Maybelline New York's Poreless Jelly Up to 24 hr Hydrating Blur Primer.
Maybelline Poreless Jelly Hydrating Blur Primer
Maybelline New York has launched its Poreless Jelly Up to 24 hr Hydrating Blur Primer, an extension to its makeup primer line. According to the company, the product is formulated to extend makeup wear for up to 24 hours while providing hydration.
The formulation features a water jelly technology, which is designed to impart a weightless and fresh feel on the skin. Key ingredients include 2% niacinamide, a water break gel and pore-minimizing polymers. Maybelline reports this composition delivers a non-greasy, instant skin-like blur without a white cast or pilling. The primer is formulated without silicones and is described as non-comedogenic, making it suitable for all skin types, including sensitive skin.
For application, the brand recommends pressing the pump to dispense the product onto the fingers and applying it evenly over the face. After allowing it to dry for a few seconds, makeup can be applied over it for extended wear and a blurred finish. Alternatively, the primer can be worn on its own.
Maybelline positions this product alongside its Grippy Serum Primer, differentiating the two by their primary function. The Poreless Jelly Primer is aimed at providing a hydrating blur, whereas the Grippy Serum Primer is designed for makeup grip and a plumped skin appearance.
Ingredients: Maybelline Poreless Jelly Hydrating Blur Primer
(Shade G2057123): Aqua/Water/Eau, Butylene Glycol, Glycerin, Sodium Acrylates Crosspolymer-2, Niacinamide, Dipropylene Glycol, 1,2-Hexanediol, Carbomer, Aminomethyl Propanediol, Caprylyl Glycol, PPG-26-Buteth-26, PEG-40 Hydrogenated Castor Oil; +/- may contain: CI 42090/Blue 1.
*Ingredients are listed as shown on the company website as of Sept. 12, 2025.
User Reviews: Maybelline Poreless Jelly Hydrating Blur Primer
Following are example user reviews (edited for style), selected for their anecdotal insights on product form and function.
- Feels so nice on the face, after foundation too. Just feels cooling all day and makes foundation look nice.
- The pump makes it so easy to apply and no mess left, like a screw-on top primer. The jelly is a clear mint [green], is smoothing, blurring and immediately on the skin, you notice a huge difference. A little goes a long way.
- Makeup applies nicely over the top. I’ve tried both liquid and powder foundations. Haven’t had any issues with pilling and appears to help keep my makeup lasting longer through the day.
- The texture absorbs right away when you blend it. It does blur my pores, and it doesn't feel heavy on my face.
- It has a smooth, gel-like texture that blurs my pores and makes my makeup go on so much smoother. It keeps my makeup looking fresh all day without feeling heavy.
