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Hollywood Blush Trend Report: How Blush Became TikTok’s Favorite Beauty Product Theviraltime

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Hollywood Blush Trend Report: How Blush Became TikTok’s Favorite Beauty Product Theviraltime



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My mother never pressured me to look a certain way. But once I regularly started wearing makeup in high school, she would practically force a blush brush into my face, begging me to “put a little color in my cheeks.” I would shrug her off or tap a clean brush on my face to appease her. Didn’t she know blush wasn’t cool?  

Ten years later, I’m not afraid to admit I was wrong. Not only do I wear blush every day, but it’s also my favorite product in my extensive makeup collection. “A little color” on my cheeks isn’t enough, I pile it on—to an almost clownlike degree, depending on who you ask. My For You page on TikTok confirms I’m not alone in my obsession. 

Rosy, flushed cheeks are as much a staple on the app as trending dance challenges. Every day I’m served video after video of young women singing the praises of blush. They talk about how cute, fresh, and “snatched” it makes them feel in videos set to unreleased Lana Del Rey songs. Last year hundreds of videos showed off how to get a “lifted” look with blush, and the Charlotte Tilbury Pinkgasm Glow Wand is still out of stock after going viral in spring 2021 after Madison Beer featured it in a video.

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TikTok content

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TikTok content

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The numbers also don’t lie: Blush is back. While makeup sales understandably dramatically dropped during the pandemic, they’re finally recovering and, in the case of blush, soaring. Marketing research firm NPD Group reported that blush sales increased 39% over the course of 2021, with sales of stick and cream blush specifically doubling from 2020, and growing even from prepandemic 2019.

According to all-in-one shopping app and payment service Klarna, purchases of blush overall increased by 17% from 2020 to 2022. However, purchases of cream blush increased a whopping 89% over the same time period, while powder sales jumped 37%. Sephora declined to share specific sales data with Glamour, but David Razzano, beauty director at Sephora, confirms the retailer has noticed a growing popularity in creams as well.

“We’ve seen more and more clients gravitate toward cream blush because its creamy texture creates a smooth, natural, and skinlike finish that blends seamlessly into your complexion,” Razzano tells Glamour. “Cream formulas also often have the added benefit of creating a dewy glow and flushed appearance, which is so covetable—and trending—right now.”  

The trend has made its way off TikTok to real life as well. Anecdotally, most of my friends skip daily face makeup, but don’t leave the house without a swipe of cream blush (or lipstick as blush) on their cheeks—even if they’re still wearing a mask. Bright blush has popped up on the runways and red carpets, with celebs like Selena Gomez and Lily Rose Depp making a pink flush their trademark beauty look. Gomez even launched her brand Rare Beauty in 2020 with liquid blushes—a bold move that has paid off, considering the product is a staple of BlushTok, and one of Klarna’s most shopped blushes. 



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