Trends
Jelly bra, spotted by RisingTrends.co, is the soft-gel lingerie sweeping TikTok and slipping into mainstream retailers almost overnight.
The sudden buzz began in late spring when creators started squeezing squishy, translucent cups on camera—proof of a bra that feels more like a gummy candy than underwire. One unboxing drew 2.4 million views in a week, as seen in this TikTok clip. Viewers didn’t just double-tap; comments filled with “link please” and “need for summer tops” signaled intent to buy.
Google Trends shows U.S. search interest for “jelly bra” up roughly 500 percent since May.
Why now? Three forces converge.
- Comfort nation: pandemic-era bralettes dulled tolerance for rigid wiring. Gel padding promises the support of a molded cup without the poke, matching the “no-pinch” preference The Knot calls out in its 2024 lingerie roundup (The Knot).
- Sheer fashion: runways from Mugler to Di Petsa pushed transparent fabrics for Fall 2025, nudging shoppers toward bras meant to be seen, notes Harper’s Bazaar. A jelly cup’s smooth look photographs well under mesh, fueling influencer try-ons.
- DIY fit culture: Strategist’s recent guide to “best bras” highlights customization and inclusive sizing (NY Mag). Jelly bras, shipped in flexible sizes and molded at body temperature, align with that ethos and widen the target market to postpartum and adaptive-wear shoppers.
Early signals for business are clear. Smaller DTC labels like Shop.Isabella moved hundreds of units within hours of posting a single shoppable video. Amazon third-party sellers now bid $5+ per click on the term, while craft suppliers pitch gel inserts to indie designers. For traditional lingerie brands, the material shift could mean re-tooling factories; for health-tech outfits, the pliable silicone opens doors to smart-sensor bras.
If a gummy-soft bra can win both comfort seekers and fashion die-hards, which other hard-goods in our closets are about to get the jelly treatment?
