# Jelly-Oil Face Cleansers Fenty Skin's Melt AWF Cleanser Removes Makeup with Nine Luxe Oils By Laura McQuarrie | Published 2023-04-07 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/melt-awf References: [ellecanada](https://www.ellecanada.com/beauty/skincare/10-notable-beauty-products-to-check-out-this-month) & [fentybeauty](https://fentybeauty.com/products/melt-awf-jelly-oil-makeup-melting-cleanser) [Fenty Skin's](https://www.trendhunter.com/trends/dew-n-plump) Melt AWF [Jelly](https://www.trendhunter.com/trends/scalp-detox-jelly-cleanser) Oil Makeup-Melting Cleanser was created to effectively remove makeup and cleanse the face in one simple step. This transformative cleanser has a unique texture that melts into skin and [removes waterproof and longwear makeup](https://www.trendhunter.com/trends/procollagen-makeup-melting-cleansing-balm), as well as sunscreen, with ease. Some of the luxurious oils that are featured in the formula include sunflower and castor oils, Kalahari melon and baobab oils, as well as light and refreshing rosemary, bergamot, orange and grapefruit oils, which contribute to the product's spa water-inspired scent for a soothing sensory experience. Knowing its customer base well, the brand opted for nail-friendly packaging with a mess-free pump to dispense the hydrating and nourishing jelly-oil cleanser. ## Trend Insights (Trend Hunter) - Score: 6.1/10 - Popularity: 90% | Activity: 79% | Freshness: 15% - Audience gender: 10% men, 90% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Celeb Products](https://www.trendhunter.com/celebproducts) ## Key Themes ### Why This Trend Is Growing - **Multi-functional Cleansers:** Developing cleansers that can effectively remove makeup and cleanse the face in one simple step presents an opportunity to disrupt the skincare industry. - **Luxurious Oil Infused Products:** Including luxurious oils in skincare products presents an opportunity for differentiation and premiumization. - **Sensory Skincare Experiences:** Creating products with light and refreshing scent profiles can provide customers with a sensory skincare experience and differentiate from competitors. ### Industries Being Reshaped - **Skincare Industry:** Introducing oil-infused, multi-functional cleansers can disrupt the cleansing segment of the skincare industry. - **Premium Beauty Industry:** Including luxurious oils in skincare products can disrupt the mass-market beauty industry by targeting customers who prioritize high-end, premium products. - **Fragrance Industry:** Creating skincare products with light and refreshing scent profiles can disrupt the fragrance industry by providing customers with a dual sensory experience from a single product. ## Related on Trend Hunter - [Cherry-Infused Facial Cleansers](https://www.trendhunter.com/trends/cherry-dub-pore-purifyr.md) - [Makeup-Melting Cleansing Solutions](https://www.trendhunter.com/trends/futurewise.md) - [Transformative Gel-Balm Cleansers](https://www.trendhunter.com/trends/milky-jelly-cleansing-balm.md) - [One-Step Cleansing Balms](https://www.trendhunter.com/trends/melt-it-all-cleansing-balm.md) - [Ultra-Concentrated Oil Cleansers](https://www.trendhunter.com/trends/ethereal-cleansing-oil.md) - [Silky Oil-Based Facial Cleansers](https://www.trendhunter.com/trends/bubble-skincare-first-class.md) - [Rapid Facial Cleansers](https://www.trendhunter.com/trends/face-cleanse.md) - [Hydrating Gel-Balm Cleansers](https://www.trendhunter.com/trends/aquamarine-melt.md) - [Mess-Free Cleansing Balms](https://www.trendhunter.com/trends/twist-up-cleansing-balm.md)