There's a cool new beauty launch from cult brand Milk Makeup, which can only mean one thing. It's time for the beauty influencers to

review it

taste it.

If you can't understand why this is happening, it's fine because no one can. But let us try.

In case you haven't already seen it all over your feed, the new Milk Makeup Cooling Water Jelly Tint Sheer Lip and Cheek Stain is here to give your lips and cheeks a pop of lasting colour. The product is absolutely everywhere on TikTok and yes; it does looka lotlike a wobbly gummy treat.

On the Milk Makeup website, the brand describes the new product as "a sheer, jelly lip and cheek stain made with cooling seawater and aloe for a buildable, long-lasting watercolour effect."

Outlined in *literal* bold, a statement reads: "DISCLAIMER: This product is not edible. Do not eat."

Watch: Speaking of weird things we do for the love of beauty, one time I put lube on my face. So. Post continues below.

There are four colours that make up the Milk Jelly Tint range — 'Chill - Red', 'Splash - Berry', 'Spritz - Coral' and ' Burst - Poppy Pink'.

Here's what the viral (sold out) stain looks like:

To be fair, there's a helluva lot of food-related imagery in the marketing that kind of makes it look like it's good enough to eat. So.

Is it safe to eat? Probably not. Are the beauty influencers doing it anyway? Yes. Yes, they are.

Take TikTok creator @cakedbybabyk, for example. She went for the whole chew and swallow:

Milk Makeup commented: "DO NOT LET THE INTRUSIVE THOUGHTS WIN 😭 Jelly Tints are not edible."

Karen (aka @cakedbybabyk) commented: "If not edible, why tasty?" to which the brand responded: "They aren’t tasty they’re a sheer and buildable burst of colour."

And look, we...we just.

Another TikTok creator by the name of @yourkoreanunni shared her taste test, writing in the caption, "How many of you had a mini heart attack…HAHA okay but do you guys blame me!? Why does it look so delicious?!"

Ma'm, pls.

While some beauty influencers rate the taste of the viral jelly blush, others are just as confused as we are.

Beauty influencer @implusivesabrina had a nibble a