Jet-Puffed Debuts Beauty Line Inspired by Marshmallows

Jet-Puffed, the beloved marshmallow brand owned by Kraft Heinz, has partnered with Taste Beauty to create eye gels, scented face masks—and a white puffy spa headband.

Jet-Puffed is an iconic brand, and entering into beauty seems like a way to capitalize on its 65-year-history. But it’s not the first beauty collab for Kraft Heinz. Velveeta partnered with Nails Inc. to launch cheese-scented polish—the packaging features a “dripping cheese” design. Velveeta also launched Velveeta Gold, a bright yellow hair dye, and recruited actress Julia Fox to sport the new hair color.

Jet-Puffed’s beauty line includes “The Spa” headbands, Face Masks and Under-Eye Patches, and each will retail for $4.98. The products will be available at Walmart, Five Below, Claire’s and Ross Stores in the upcoming weeks.

Jet-Puffed’s fun packaging features a retro rainbow design with the brand’s signature puffy letters. 

The launch is in line with trends. Experts say innovative packaging is a ‘must’ for beauty brands, like Vacation’s Classic Whip sunscreen in a can that resembles whipped cream. 

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