Since the makeup market opened up to include some seriously inventive indie brands, the creations rolling out of cosmetic labs have been blowing our minds. Even drugstore brands are stepping their game up with the most covetable beauty bag must-haves. From liquid lipsticks in every color and finish to Pat McGrath entering the game (finally) with her must-have products and Korean beauty everything, beauty girls and recent converts have been left drooling. Now, we bring you the latest thing from the minds of the beauty gods — eyeshadow jelly (or eye gloss).

What Is It?


Imagine this: Silly Putty and your favorite metallic eyeshadow got married and had a baby. That’s basically what eyeshadow jelly is. It’s a gel-cream hybrid that combines the very best of both worlds — it applies like a gel but is dry like a powder. (Photo via Vogue Brasil/Ricardo Toscani)

Why Do You Need It?


When it comes to eyeshadow, we all want the same thing: something that’s super pigmented but won’t crease. If you’ve tried a lot of the powder shadows on the market, you know how difficult it is to find a product that meets those demands. That’s where jelly eyeshadow comes in. It gives your eyes an enviable hyper-pigmented look without compromising the shimmer, glitter and sparkles you love. The formula ensures the sparkles remain suspended, rather than sinking to the bottom, for an even application every single time. (Photos via Butter London)

Where Can You Buy It?


1. Holika Holika Aqua Petit Jelly Eye Shadow ($15): The jelly eyeshadow trend first started in Korea, of course, with everything from lipsticks, blushes and eyeshadows coming in a jelly formula. This shadow from Holika Holika is a buildable, long-lasting shadow that can be worn sheer or more opaque. It’s also water-based, so no worrying about clogged pores. It comes in four shades that definitely don’t skimp on the glitter.


2. Butter London Glazen Eye Gloss ($24): Beauty gurus have absolutely nailed the dewy no-makeup look, but it takes some serious skills to master this mix without going overboard. Glazen Eye is exactly the product you need if you want to take your eye game to the next level — plus, it’s lightweight, crease-resistant, long-wearing, buildable and comes in four shades.


3. Moonshot Jelly Pot ($18): Most jelly shadows do glitter, shimmer and pearl really well (and this line does too), but Moonshot adds something different to the mix: Their range also comes in matte finishes. The line contains 18 hues that will stay on through the day and evening but easily wash off with water when you’re ready to call it a night.


4. Jill Stuart Jelly Eye Color ($28): While the consistency of this eyeshadow is pretty cool, it’s what it does on your eyelids that really makes it a must-purchase. These shadows do the whole shimmer thing really well, and are easy to blend and even easier to build. Bonus points for the light rose scent.

Looking for some cool new beauty products? Check us out on Pinterest for so much more!

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