Milk Makeup’s Cooling Water Jelly Tint Is TikTok’s Latest Beauty Obsession

Name: Milk Makeup Cooling Water Jelly Tint Lip + Cheek Blush Stain
Brand: Milk Makeup
Price: 24 USD

I don’t think you’re ready for this jelly

Author image: Stephanie Meraz Editor Bio Picture: editor with brunette hair in purple set at a beach in Cabo.

By Stephanie Meraz

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Published Feb 15, 2024

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Milk Makeup

If you pine after the days of jelly shoes, squishy Polly Pocket clothes and after-school Jell-O, then Milk Makeup’s latest trending launch is going to hit right in your feels.

Known for its clean ingredients, products from Milk Makeup are 100 percent vegan, cruelty-free, and paraben-free with an easy-to-use application. Over the years, PureWow editors have loved the brand’s innovative launches, from the melatonin lip mask that resulted in natural lip injections to a matcha toner (not tonic!) to a best-selling grippy primer and, most recently, the Cooling Water Jelly Tint Lip +Cheek Blush Stain ($24) that’s quickly taken TikTok by storm, with videos garnering millions of views on these sheer stains.

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The beauty launch includes a range of four shades to shop (Burst, Chill, Spritz and Splash), featuring vibrant shades of pink, red, orange and berry that applies sheer and has a buildable coverage. Oh, and did we mention that you can use this on both your cheeks and lips? That’s right, the multi-use product, which purportedly contains more than 1,000 applications and retails at $24 a pop, is packaged in a compact twist-up stick that you can easily pop into your purse on the go for a quick midday touch up.

We happen to think it makes a darling gift for your sister, bridesmaids or, hey, even yourself. And your skin will love it, too, thanks to ingredients like firming vegan collagen, soothing aloe and hydrating seawater. You can even store it in the fridge if you want an extra boost of that cooling effect.

We Tested The Milk Makeup Cooling Water Jelly Tint Lip + Cheek Blush Stain on Different Skin Tones

We tried the new viral product to see what it would look like on multiple PureWow team members. Watch their review above.

Sephora

Milk Makeup Cooling Water Jelly Tint Lip + Cheek Blush Stain

Milk Makeup

Regardless of how delicious and juicy these look, they are not edible. And applying it is as simple as a swipe and blend, though it’s important to note that the formula dries fast, so you’ll want to work one section at a time and blend, blend, blend as quickly as you can with your fingers, brush or a sponge until you get your desired look. Remember, it’s buildable, so the more layers you apply the more intense the color. Alternatively, sweeping the product on with a brush will result in a soft, diffused look. (Hello, cloud skin.)

Prominent TikTok creators @aquiredstyle, @whitneyysimmons and @yourkoreanunni are calling the innovative products iconic, noting their long-lasting wear, non-transferability and instant staining effect. In other words, it’s so good, you just might have a hard time taking it off. (Oil-based cleansers to the rescue!)

$24 at Sephora

$24 at Milk Makeup

Stephanie Meraz

Associate Fashion Commerce Editor

Covers all things fashion and shopping
Boasts over 23 years of experience as an avid shopper, having secured a personal stylist at Limited Too at the age of four
Studied English literature, communications and creative writing at the University of San Diego, and completed the Columbia Publishing Course at Columbia University in New York

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