The Tamesis
The rule most of us have always followed is that blush should be applied on the high points of the cheeks. Alternatively, apply to the apples of your cheeks—the most prominent part of your face when you smile—for a youthful glow. This is what our mothers and grandmothers did, so naturally, we incorporate it into our daily lives as well.
But over the past decade, globalization and social media have reshaped makeup as we know it. Luckily for us, there are plenty of new technologies that challenge convention and change the way we use the go-to products in our makeup bags. A new favorite? Place blusher near dark circles.
If putting blush close to your eyes sounds weird, remember this: Makeup artists have been doing it for a long time. In the 1980s, everyone flirted with excessive blushing. That aesthetic freedom has come back in a big way, thanks to a Japanese trend: Isuzu makeup, which has grown into one of the most popular blush techniques so far this year. Browsing TikTok or Instagram recently, this trend is hard to miss. Makeup artist Ngozi Edeme, also known as Painted by Esther, demonstrates this unique method in posts that have racked up millions of views.
Blush for dark circles, the fifty-mile way
The style is named after its founder, beauty guru Shinobu Igari, who popularized it in the late 1990s. It features blush strategically placed under the eyes and on the upper cheekbones, creating a rested, rosy effect reminiscent of female anime characters.
Its popularity is easy to explain: in addition to brightening the face and suggesting healthier skin, it also helps conceal dark circles and makes you look more alert. As professional makeup artist Adrian Rux explains, “Pink under the eyes can neutralize green and blue undertones. That’s why pink powders also work, as they provide a brightening effect.”
