Blush has been gaining momentum for years, but in 2024, its popularity truly exploded. Consumer adviser company Circana reported a 36% rise in blush sales over the past year in the US alone. From boyfriend blush to “blush blindness” — a playful term for the tendency to over-apply — this flush-imitating product could easily be crowned the “it” item of the year.

The product’s meteoric rise can be credited to a mix of celebrity influence and innovative beauty brand launches. In 2023, Hailey Bieber, founder of Rhode Beauty, sparked the “strawberry makeup” trend with her signature glowing skin, glossy lips, and strawberry-toned blush, while pop sensation Sabrina Carpenter debuted vibrant pink cheeks as part of her signature look during the release of her chart-topping Short n’ Sweet album.

Beauty brands jumped on the blush wave with innovative new releases like Rhode Beauty’s Pocket Blush, Patrick Ta’s Major Headlines Double-Take Crème & Powder Blush Duo, and Rare Beauty’s Soft Pinch Liquid Blush. On the runways, designers such as Chanel, Leonard Paris and Coperni leaned into the trend, sending models down the catwalk with luminous, clean skin and emphasised flushed cheeks for a youthful, fresh aesthetic.

Blush’s renewed dominance in beauty reflects a larger cultural shift toward playful self-expression and bold, customisable looks. Whether you’re embracing subtle hues or vivid pops of color, this year proved that blush is here to stay — and it’s redefining how we approach makeup along the way.