Sunflower oil-beeswax oleogels at 3% (BWO-3) and 8% (BWO-8) organogelator concentration are prepared to evaluate oleogels as frying medium for potato strip frying against commercial sunflower oil (SO). Rheological and thermal analyses of oleogels prove that the samples are fully solid (20 +/- 3 degrees C) and totally liquid (180 degrees C), and thermoreversible. Fresh and used (after frying) fat analyses show that free fatty acidity (FFA), peroxide value (PV) and total polar materials (TPM) are enhanced in all samples at the 7th h, but the relative enhancement levels are lower in oleogel samples. Potato strips fried in oleogels absorb significantly less oil (11.97% and 12.07%) than the control sample (15.20%). Potatoes fried in oleogels are also more bright and yellower than the control sample. Textural profile of the fried potatoes indicates that the samples fried in oleogels are harder, springier, and gummier than that of the control sample. Sensory analysis shows that oleogel fried potatoes get higher sensory scores. Also, overall acceptability of potatoes fried in BWO-8 sample is the highest (8.50) among all. The prepared oleogels are found quite promising frying medium in this study. Further studies with other types of oleogels in extended period frying of various foods are suggested. Practical applications: The development of innovative frying techniques to produce healthier products with lower fat and calorie values are still a remarkable research area. Oleogelation is an emerging strategy used for solid-like oil designing and based on the formation of 3D networks by the addition of organogelators. Oleogelation is accepted as a healthy strategy to structure liquid oils into solid consistency, and oleogels have great edible applications in processed foods, and can be used as a frying medium. This work can guide the use of sunflower oil-beeswax oleogels as a frying medium and allow the development of more healthy fried snacks.