
Milk Makeup’s Smart Move: Transforming Traditional Serums into Viral Jelly Sticks
Milk Makeup is no stranger to skincare innovation, and with their new Cooling Water Jelly Ice Soothing Serum and Watermelon Jelly Glow Hydrating Serum, they’ve successfully merged high-performance skincare with viral beauty trends. By reimagining traditional serums in a solid, jelly format, Milk has created a mess-free, travel-friendly, and sensorial skincare experience without sacrificing efficacy.
Why the Jelly Format?
Jelly skincare has exploded in popularity thanks to its cooling sensation, unique texture, and ease of use. Unlike traditional liquid serums that require pumps and droppers, these solid sticks allow for direct application, making them faster, more portable, and fun to use.
✔ Instant cooling effect—great for depuffing & soothing
✔ Mess-free & spill-proof—ideal for travel
✔ Lightweight yet deeply hydrating—perfect for all skin types
✔ Viral appeal—interactive, easy-to-use format
How Milk Makeup Reinvented Their Serums
Milk Makeup took the proven ingredients from their classic liquid serums and reformulated them into a jelly stick—enhancing usability without compromising results.

Cooling Water Jelly Ice Soothing Serum—Inspired by their Cooling Water Stick, this serum features 3% Niacinamide, Aloe, and Caffeine to soothe, depuff, and protect against blue light.

Watermelon Jelly Glow Hydrating Serum—A next-gen take on their brightening and hydrating serums, it blends Peptides, Watermelon Extract, and Swiss Garden Cress Sprout Extract to smooth fine lines and even skin tone.