The new Jelly Soap collection arrives as brands increasingly lean into sensory experiences to capture consumer interest. According to market data, 35% of U.S. body care users prioritize product format when shopping, a trend Tree Hut is addressing by moving away from traditional bars toward a squishy, interactive alternative. The formula relies on a blend of aloe vera, vitamin E, and glycerin to ensure the products remain moisturizing despite their playful aesthetic.
Tree Hut Launches Candy-Inspired Jelly Soap Collection at Ulta
The shower is replacing the candy aisle as Tree Hut rolls out its latest body care innovation. Starting June 29, the viral brand is bringing a bouncy, jelly-like texture to its cleansing lineup, available exclusively at Ulta Beauty in three treat-inspired scents designed to gamify the morning routine.
Lindsey Scales, vice president of marketing at Tree Hut, noted that the development process focused on balancing novelty with the brand’s established reputation for skin-loving ingredients. The collection spans three distinct fragrances: the new Sparkling Sugar, which pairs plum with black raspberry, alongside existing fan favorites Jelly Bear and Raspberry Fizz. Each product aims to turn a routine task into a tactile, nostalgic event, maintaining the Coppell-based company’s focus on accessible, influencer-driven beauty products.
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