K-Beauty trends have dominated the feeds, cosmetic counters, and online moodboards for the past few years. At the same time, blush is having its moment, with looks such as sunset blush, blush contouring, and cottage-core makeup doing rounds across beauty circles worldwide.
Makeup artists in the global editorial sphere, such as Chinese MUA Valentina Li whose work can be seen on the cover of W Korea, have used blush and bright pigments to color outside the lines, so to speak. Meanwhile in the States, cottage-core and strawberry makeup blush trends were gaining traction in tandem, as well as sunset blush and bright under eyes through American creators such as Alissa Janay and Naezrah. The culmination of the two developments results in one of many techniques of interest for international beauty lovers: the undereye blush trend.
The particular way soft pink blush is placed under the eyes and across the apples of the cheeks is a growing technique born out of K-beauty circles, through the rise in influence of K-pop groups such as Aespa and NewJeans. A slight evolution from the Aegyo Sal K-Beauty technique that accentuates the under eye for a youthful look, this lifting blush trend shares more similarities with Western blush placements, and therefore may speak to its global traction.
While the practice existed amongst many Korean MUAs (namely Jo Eun Bee, MUA to many K-pop stars and actresses), its large-scale popularity cemented by 2022, around the time global sensation NewJeans debuted and took off. Bee’s utilization of Clinique’s Cheek Pop blush sent the internet into a frenzy and prompted the trend that Sharon Lee, Korean American beauty and cultural creator, believes harnesses a key aspect to K-pop’s allure.
As far as the late 2010s to 2020s are concerned, K-pop groups have commanded the global zeitgeist. Consider: Aespa’s Coachella 2022 performance, NewJeans’ historic performance at Lollapalooza 2023, BLACKPINK’s global sold out tour, highly visible collaborations with Western artists such as Selena Gomez and Megan Thee Stallion, and fashion and beauty ambassadorships with the likes of Chanel — the influence is undeniable. Everyone is talking about them, everyone loves them, and everyone wants their look.
Lee believes a large element of the K-pop beauty influence is its stars’ ability to balance both cute and sexy aesthetics, as executed through traditional and editorial influences.
“We’re definitely seeing the Hallyu in action,” she explains, across cultural elements including language, food, film, beauty, and music. Hallyu, or “Korean Wave,” which originated in the 1990s refers to the circulation and acceptance of Korean culture globally.
“I feel like global audiences are hypnotized by Korean dramas, K-pop, K-food, K-beauty, and anything that’s a vessel for Korean culture because Koreans have a way of making people and things aesthetically pleasing. We deeply care about outward beauty as a society. In Korean culture, beauty means success.”
She speaks to Korean culture’s affinity for the cutesy, girl next door vibe, as exemplified by K-pop girl groups, in relation to the way these groups are adapting for global audiences. With global popularity increasing, many K-pop stars are opting for a more “editorial” look, which helps to balance the more innocent and conservative aesthetic with an edgier, yet elevated twist. The blend of Korean and global beauty standards results in the popularity of a fun and flushed approach to blush application.
Of note, is the influential “soft bunny aesthetic” which also adapts a high blush placement to emulate rounded bunny-like cheeks. While this cutesy aesthetic pulls from many influences including Japanese culture, its reach was expanded by NewJeans, whose utilization of bunny motifs is almost synonymous with their brand.
“I’ve been seeing bunnies EVERYWHERE—Sandy Liang, New Jeans, hip hop artists wearing bunny hats, etc. All this peaking in 2023, aka the year of the rabbit, is also funny and probably connected,” Lee contemplates. “I think the soft bunny fashion trend is a response to folks finding the softer life ideal, especially post-COVID with recent economic turmoil and political upheaval.” This plausible correlation sits in the same conversation of the cottagecore trend which rose in the U.S. for similar reasons.
Today, the K-beauty blush trend has positioned many K-beauty makeup brands to take center stage alongside Western brands that historically have dominated global markets. Korean brands such as AOU Cosmetics (helmed by Jo Eun Bee), JSM Beauty, Hince, and Fwee to name a few, are excellent places to start if you’re interested in trying the rosy blush look for yourself.
