Gen Z is fired up over the hot, new blush trend taking over TikTok.
Just in time for summer, the ultra-bright blush hack, which leaves the wearer more sunburned than kissed, has been popularized by celebrities and content creators alike.
The style is a hallmark look for pop star Sabrina Carpenter, who is known for her doll-like pink cheeks, while Emily Ratajkowski and Hailey Bieber — whose cosmetic brand Rhode launched a line of blushes, some of which are a vibrant shade of coral — have even joined in on the “sunburnt makeup” trend.
Rachel Carlisle, an influencer who boasts over 72,000 followers on TikTok, ignited fury with her blush routine, which involves packing on a saturated rouge on the cheeks, nose and forehead before applying foundation, yielding the desired sunburned look.
Some viewers have dubbed her technique as “blush blindness,” “insane” or “too red,” saying that if they saw a friend wearing that much blush, they would “think they got [a] sunburn.”
The trend, however, is a safer way to achieve a sun-induced glow without harmful sun rays, despite a recent rise in the popularity of tanning beds.
“Favorite way to look sunburnt but not damage my skin,” wrote creator Kim Lloyd in a recent video.
In fact, some makeup gurus like influencers Isabell Rose and Tabitha Swatosh created a faux tan — or, in this case, burn — around their eyes and even on their décolletage, mimicking the appearance of tan lines from sunglasses, jewelry and swimsuits.
Such extreme blushing isn’t necessary to follow the trend, of course — just pack the pigment on the apples of your cheeks instead — but it may take some experimentation to perfect the routine.
“My advice: You can always start with less and see how it feels for you. And you can build on top of that,” Bieber told Byrdie. “That’s what’s so nice about these blushes, they’re very buildable. You can start with just a little flush of color on the cheek, and the intensify it if you want to. Start off slow. See what works for you.”
The current blush buzz is unlike the bronzy, contoured look of the 2010s, during which time blush was nearly obsolete. But now, with the rise of other trends like “boyfriend blush,” “sunset blush” and “cold girl makeup,” rouge has become an essential in makeup bags everywhere.
“I think that people are also now just having fun,” Stephanie Peng, the author of the newsletter Beauty Unhyped, told Vox. “Blush is a little bit less utilitarian than it used to be. Blush can really be a statement product in the same way that 2010s eyeshadow was a statement and experimental makeup product.”
While it’s possible that the blush boom might fizzle in seasons to come, experts believe the current obsession with maximalism will only feed the fad.
“I think bold blush is here to stay for now,” predicted MacKenzi Nelson, the art director at Helen + Gertrude, telling Vox that “women are genuinely having fun” with the product.
