Chamberlain by Jamie Mccarthy/Getty; blush swatch (right) via istock. Graphic by Danielle Campbell
How did blush shed its powdery, ’80s reputation to become the must-have product of a generation? Emily MacCulloch explains.
After decades of being pushed aside for other cheek enhancers like contour cream, highlighter and bronzer, blush is back in its rightful spot in a makeup routine: front and centre. “Gen Z has fully embraced glowing skin and makeup that enhances natural features,” says makeup artist Lilly Keys, whose client roster includes A-listers Olivia Rodrigo, Addison Rae, Jenna Ortega and Emma Chamberlain. “Blush is the easiest way to achieve a healthy, youthful glow.”
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This isn’t the makeup category’s first rodeo, though. Back in the ’80s, blush reigned supreme. The decade was known for a certain “just ran an entire marathon” flush, and It girls like Grace Jones and Debbie Harry were famous for their overly rouged cheeks. But once the over-the-top decadence of the ’80s passed, the ’90s and aughts ushered in more neutral tones. Our rose-coloured glasses came off, and beauty trends were all about Kardashian contouring and cheekbones so defined it seemed like they might be visible from outer space. During the rise of Instagram, blush was reduced to an afterthought, as more dramatic makeup looks (like sharp winged liner, bold brows and, of course, a face full of contour) became king. And their seemingly unrelenting reign lasted for more than a decade.
But with the beginning of the pandemic came an understandable desire to bring colour and radiance back into our faces. Forget the chalky-grey undertones of contour creams; daily Zoom calls required rosy, glowing cheeks. Then in September 2020, Selena Gomez launched her cosmetics line, Rare Beauty, and released the now-viral Soft Pinch Liquid…
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