fresh has introduced the Soy Cleansing Jelly Balm — a first-of-its-kind oil-in-jelly cleanser that represents the first major expansion of the brand's iconic Soy franchise since the original Soy Face Cleanser, which launched in 1994. This innovation debuts following three years of development and more than 62 formula trials.
The Soy Cleansing Jelly Balm achieves a unique texture that transforms from jelly to oil to milk as it is massaged onto the skin. The formula is powered by hydrating soy proteins rich in water-binding amino acids, chlorella extract derived from green algae that clinically reduces excess sebum and the appearance of enlarged pores, and an innovative oil-binding complex featuring oils commonly found in makeup and sunscreen.
Unique Oil-In-Jelly Cleansers
fresh Highlights Its Soy Cleansing Jelly Balm
Trend Themes
-
Transformative Texture Cleansers — Multi-phase formats that shift from jelly to oil to milk create premium sensorial skincare experiences while improving makeup, sunscreen, and residue removal.
-
Bioactive Ingredient Blends — Soy proteins, algae-derived extracts, and targeted oil-binding complexes reflect growing demand for formulas that combine hydration, pore refinement, and cleansing performance.
-
Franchise-led Product Expansion — Legacy beauty lines are being refreshed through adjacent formats that preserve brand equity while introducing novel usage experiences to loyal consumers.
Industry Implications
-
Skincare — Advanced cleanser formats are expanding the category beyond basic purification toward hybrid products with treatment-inspired benefits and elevated textures.
-
Beauty and Cosmetics — Innovative removal systems designed for makeup and sunscreen create white space for multifunctional products that bridge cleansing, prep, and skin health.
-
Personal Care Manufacturing — Complex texture transformations and ingredient delivery systems signal opportunities for formulation specialists to differentiate through performance, stability, and sensory design.