Women on TikTok are ditching rosy blush for bronzed, sculpted cheeks, calling into question whether Gen Z are ditching the much-loved cheek tint.
Makeup influencer Charine Cheung (@charinecheungg) showcased her sun-kissed look, which garnered 41,700 likes and 899,600 views. “Is no blush makeup BACK?” she questioned, referencing Kylie Jenner’s iconic all-over bronzed look, which came to prominence in 2015 when she launched her cosmetic brand Kylie Cosmetics, leading a generation of girls to embrace heavy contouring.
Some makeup artists, including Alexa Persico, disagree. She said: “Blush is not going anywhere in 2025—if anything, it’s evolving.”
In 2022, the clean girl aesthetic—characterized by radiant, dewy skin—rose to prominence, celebrating pretty blush and shiny highlight as key elements. Pop princess, Sabrina Carpenter, is renowned for her prominent pink blushed cheeks.
Elsewhere, popular culture trends seem to have taken a “dirtier” turn. Viral moments like Charli XCX’s Brat Summer of 2024 and the success of Lola Young’s hit song Messy have set the tone for the messy girl aesthetic—perhaps now embodied by some women ditching rosy-pink cheeks for an edgier matte look.
In Cheung’s look, she applies Hourglass Cosmetics concealer and then adds Westman Atelier Contour in biscuit, opting for a bold brow. She then creates a brown smokey eye complemented with a chocolate winged liner.
Cheung sculpts her cheekbones, under eyes, and nose with Westman Atelier bronzer in the shade Coup de Soleil and adds a touch of glow with a highlight balm.
She finishes the look with a brown-nude liner and lip gloss combination—a perfect finish to the matte-brown aesthetic.
“We are definitely not canceling blush in 2025, but I am a supporter of the no blush makeup movement,” she concluded.
The mention of ditching blush divided users.
“I love no blush makeup look so much for me,” said one user.
“Not for me, I’ll always be wearing blush till my deathbed,” said Abi.
Lielle (@lielle.cohen) shared her no-blush matte look, with a bold matte brown lip, smokey eye and sculpted bronzed cheeks, without any highlight or glow.
“As a blush girl I gotta say the dark smokey eye with no blush is such a slay,” she captioned the post.
“This looks like Ariana Grande’s makeup in 2015/2016,” said one user.
Content creator Elise Morgan (@elise388) also created a blush-less look, garnering 22,900 likes.
She created a natural, sun-kissed glowy look—forgoing a pop of color on the cheeks.
“Such a cleannnn look love it,” said one user.
What Do the Experts Say?
Experts in the beauty industry say blush is here to stay.
Crystal Coisne, makeup artist at at Love Lane Salon, told Newsweek: “Blush is one of those timeless beauty staples that will never go out of style. It adds a natural, radiant glow that enhances any complexion, making it an essential for both everyday looks and glamorous event styles.
“Trends may come and go, but a perfectly placed blush will always be a classic.”
Celebrity makeup artist and beauty entrepreneur Alexa Persico agreed, noting that while powder blushes may be less popular, cream blushes are thriving.
She explained: “Cream formulas are incredibly versatile, giving that natural, dewy, flushed-from-within look that aligns perfectly with the ongoing trend of radiant, glowing skin.”
Persico also highlighted blush’s recent rise in popularity, fueled by social media trends like blush-draping techniques inspired by stars such as Hailey Bieber and Selena Gomez.
“Blush became a key player in achieving the ‘clean girl’ and ‘glass skin’ aesthetics that dominated TikTok and Instagram,” she added.
Looking ahead, Persico predicts warm, neutral tones and multitasking cream blushes will continue to dominate. “Ultimately, blush is a product we will not see going anywhere!”
Newsweek reached out to u/@charinecheungg, @lielle.cohen and @elise388 for comment via TikTok.
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