Blush application has traditionally focused on the cheeks’ high points or the apples of the cheeks to achieve a youthful glow. However, recent beauty trends have shifted towards new techniques, including the rising popularity of placing blush near the undereye area. This innovative approach, known as undereye blush, has gained traction globally through social media platforms and challenges conventional makeup practices.
The practice of applying blush under the eyes is not entirely new. In the 1980s, exaggerated blush use was common, and the recent revival stems from a Japanese trend called Igari makeup. Originated by beauty expert Shinobu Igari in the late 1990s, this style emphasizes blush placement beneath the eyes and along the upper cheekbones, creating a flushed, rested look reminiscent of anime characters.
This technique brightens the face, evens skin tone, and helps to camouflage dark circles, making the wearer appear more awake. Makeup artist Adrian Rux explains that pink blush under the eyes neutralizes greenish and bluish tones in the skin, contributing to a brighter effect. Makeup artist Aimee Twist adds that using blush in this way eliminates the need for concealer in the under-eye area, while softening more dramatic makeup looks.
The appeal of undereye blush spans a wide range of users, including celebrities such as Kim Kardashian, Kylie Jenner, and Zara Larsson, who have all been seen wearing this style. Renowned makeup artists like Ariel Tejada and Nina Park have contributed to popularizing the look, either in subtle or more colorful variations.
For those interested in trying the look, experts suggest selecting a light or medium pink shade tailored to individual skin undertones. Makeup by Mario founder Mario Dedivanovic recommends blending concealer with blush for a diffused, natural finish—a technique also demonstrated by Hailey Bieber. Twist advises applying blush primarily on the outer portion of the face, blending along the cheekbones and sometimes into eyeshadow to maintain cohesion without overpowering the entire face.
This trend’s success lies in its adaptability. It can be incorporated into everyday routines with a light application or enhanced with additional color correction and powders for a more intense effect. The resurgence of undereye blush reflects a broader shift in makeup trends that embrace experimentation and redefine traditional boundaries.
Several popular beauty products support this technique, including Kosas Revealer Extra Bright Color Corrector, Live Tinted Huestick All-over Color Corrector, Glossier Cloud Paint Plush Blush, Armani Beauty Luminous Silk Liquid Blush, Patrick Ta Crème & Powder Blush Duo, and Chanel Joues Contraste Powder Blush.
As makeup trends continue to evolve, undereye blush stands as a practical and versatile option for those seeking a refreshed, illuminated complexion without relying solely on concealers or standard highlight methods.
