THE SET IN DETAIL
THE STORY
In the ‘90s, soy became a buzzy superfood celebrated for its incredible health benefits—and we set out to discover its potential for skin. Amino acid-rich soybeans became the star of our bestselling cleanser, shaping a cleansing philosophy rooted in replenishing (not stripping) skin.
After 3 years and 62+ formula trials, we developed a hybrid oil-in-jelly texture that suspends a targeted blend of oils in a water phase. We chose oils commonly found in makeup & sunscreen formulations, making them especially effective at dissolving long-wear, full-glam looks. The result? A cleanser clinically tested 18 different ways across 6 types of makeup and SPF, and blind tested on 160+ panelists of all skin types and tones—so you can melt it all away while still giving back to your skin.
COMMON QUESTIONS
Today’s long-wear makeup and water-resistant sunscreens don’t dissolve easily with water-based cleansers, requiring harsh rubbing and tugging on skin & lashes. We wanted to prioritize a first cleanse that targets a diverse range of impurities—which includes those you see (like mascara and foundation) and those you don’t (like pollen and dirt). Soy Jelly Balm dissolves these stubborn impurities without harsh rubbing, leaving skin feeling replenished rather than stripped or tight.
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