Milk Makeup Cooling Water Jelly Tint Gives You the Juiciest Flush Ever

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.)

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.

Milk Makeup Cooling Water Jelly Tint Lip + Cheek Blush Stain

$24.00, Sephora

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.

My one gripe? It was almost too long-lasting in that I had a bit of a hard time getting it to spread properly when I first applied it, but I realize now there’s a bit of a learning curve, at least for my fairly dry skin: Work fast and use a brush to stipple. The second time around, it was juicy flawlessness.

Ariana Yaptangco, senior beauty editor, wearing Splash

The first thing I noticed about the Cooling Water Jelly Tint in Splash was that it greatly resembled grape jelly. I understand that it looks like food, but come on, people! Let’s not bite into it. Anyway—the blush can look a little intimidating since it’s very vivid. I could tell it was going to be pigmented with a capital P, so I picked up some product with a fluffy brush and buffed it onto my cheeks. I know this isn’t the preferred application method, but I was shocked to find that it worked great. I was also surprised that the color looked more pink than purple on my tan skin—not that I’m complaining. It’s a really pretty pink flush that looks natural and soft and feels super lightweight.

But I must confess: I haven’t swiped the blush directly onto my face. While the cooling jelly component is fun, I feel like I don’t need it and using a brush works perfectly fine for me. This is a great blush in its own right—it doesn’t need any gimmicks to prove that! That said, if you’re into sensorial products, you’ll love the added experience.

Monique Wilson, editorial assistant, wearing Splash

The color and pigment of this blush is very strong, and the smallest amount of product goes a long way. In terms of how much product to use, it took me a few tries to get the hang of it. Even when I applied just a small amount, it still felt like too much for my taste. I liked the cooling effect it had on my skin, but I don’t see it working better than my other blushes—just as a cool product. That being said, the color payoff lasted throughout the day, and it did suit my complexion.

Lindy Segal, interim deputy editor, wearing Splash

Milk is bringing the fun back to doing makeup with the Cooling Water Jelly Tint. From the squishy gel texture to the pretty sheer color, it’s a joy to use. I love the feeling of dotting it on my cheeks and lips—it really does feel cooling!—as well as the summery wash of color it adds to my (otherwise sad) winter skin. I was slightly concerned that Splash, which looks like a deep red wine in the tube, would be too much for my fair skin, but because it’s sheer, it surprisingly works; the key is to just use two to three dots. On lips, it adds a really pretty tint that looks great under clear gloss too. One very important thing to note is that it dries down fast, so once you apply it to your cheeks, blend it in quickly.

Ruhama Wolle, special projects editor, wearing Splash

I really like how smoothly the Jelly Tint blends and the cool feeling upon application. It’s buildable on darker skin tones, and the pop of color is immediately noticeable. However, I found it frustrating that there’s a dryness that tends to develop at the sides of the jelly tint, causing it to peel off during application. It’s also worth noting the blush stains skin easily, so heads up if you’re using your fingers to apply.

While the berry shade leans a bit more pink than I typically prefer, I still find it complements my complexion nicely. By the end of the day, though, I noticed it oxidized on my skin to an orange hue. I would recommend this product to anyone who wants a versatile blush that can be worn for a natural flush or a vibrant pop of color.

Andrea Navarro, commerce writer, wearing Splash

This was such a nice treat for my skin in the morning! I loved the cooling sensation as soon as I put it on and was a little surprised at how pink it looked on my skin—I was definitely expecting Splash to be a little bit more on the purple side. Still, I liked the color and felt that it really matched well on my complexion. I dabbed this onto my cheeks and nose straight from the tube after using a tinted moisturizer and a little bit of concealer on my face.

To blend it out, I used my fingers and didn’t need to blend it any further with a brush or sponge. It didn’t really feel like much on my skin outside of the initial cooling sensation, which is great because I can’t stand when products are sticky or feel heavy sitting on my skin. The only downer was that I did notice the pigment fading a bit throughout the day, but since it’s so easy to apply and blend, I wouldn’t mind carrying this around with me for a touch-up.

Ariana Yaptangco is the senior beauty editor at Glamour. Follow her @arianayap.

Originally Appeared on Glamour