How blush became this year's bestselling facial make-up product

By Jo Allen | Published: 12-Sep-2023

Experimentation with playful techniques and formats is awarding the humble blusher a central role in make-up routines, and pushing sales up 65%

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Photo Credit: Pearl Beauty

This article was originally published in the Colour Cosmetics Trend Report. Receive your copy here

Consumers are crushing on blush. Viral placement techniques and innovative textures have lifted the cosmetics staple from backseat beauty product to a leading source of make-up trends.

And the result is that blush is experiencing an unprecedented revival.

Application techniques such as the ‘W’ method, where blush is drawn across the nose and cheeks for a natural glow, as well as trends like sunburnt blush, sheer-bold blush and purple blush, have taken off (#PurpleBlush has over 80.2m views on TikTok), reflecting the resurgence that the blush category is experiencing.

Speaking to Cosmetics Business, a spokesperson for TikTok says: “In the past year we’ve seen a real surge in #blush content, with 5.3 billion views of the hashtag to date. The TikTok community is also sharing their best blush product discoveries, from new releases to undiscovered gems, on a daily basis.”

“Blush is everywhere at the moment, it is a trend that is being showcased in so many ways,” agrees Laura Angell, head of the MUA events team at KVD Beauty.

“Blush colour, texture and placement is being experimented with freely – we are seeing blush move towards under the eye area, higher on the face and across the nose, and techniques reappearing like blush draping from the 1970s.”

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