The Comeback of Pale Pink Blush: Why It’s the Ultimate Shade for 2025

Feb 5

In 2021, the beauty world was ablaze with a fresh-faced, chic makeup trend: cool-toned pink blush paired with a bright under-eye concealer. Spearheaded by none other than Kylie Jenner, this look became synonymous with her signature style. The icy pink flush gave a youthful, doll-like appearance, while the stark contrast of the bright under-eye created a sculpted, lifted effect that makeup lovers everywhere couldn’t resist replicating. Social media platforms like TikTok and Instagram were flooded with tutorials as makeup enthusiasts tried to nail the perfect balance between the icy blush and an illuminated under-eye. It was the epitome of modern glam.

As with most beauty trends, the reign of the cool-toned pink blush eventually waned. By 2023, warmer, bronzy tones began to dominate, signaling a shift towards a sun-kissed aesthetic. Brands like Rhode, Glossier, and Charlotte Tilbury led the charge, launching products that celebrated peachy and bronzy hues. From creams to powders, blush was no longer just a product; it was a statement.

2023 and 2024, in particular, saw an explosion of blush-centric launches. Rhode debuted Pocket Blush’s with warmer undertones, Glossier expanded its iconic Cloud Paint range with peachy shades, and Charlotte Tilbury introduced luminous, pigmented, skin-like blushes that added a radiant glow. Blush became more than a trend; it was a phenomenon. Social media humour even birthed the term “blush blindness,” poking fun at the inability to stop layering blush. Despite the jest, beauty enthusiasts continued to embrace the joy and drama of a flushed complexion.

Fast forward to 2025, and beauty trends have come full circle. The bright, icy pink blush and concealer under-eye combo is back, thanks to a wave of nostalgia and innovative product launches. Leading this revival is Huda Beauty with its recent Ube collection. The collection celebrates cool tones, featuring a cool-toned pink blush, a lilac-tinted setting powder, and a baby pink lip gloss that perfectly complements the retro-inspired look.

Social media has once again taken to this trend, with creators rediscovering the charm of the icy pink blush that dominated a few years prior. The new iterations are more refined, focusing on seamless blending and strategic placement to achieve an ethereal glow without looking overly stark. Tutorials highlighting the versatility of cool-toned blush on various skin tones have also contributed to its resurgence.

In recent years, the beauty world has seen a significant shift from full-glam makeup to a more minimalist approach, epitomized by the "clean girl aesthetic." This trend celebrated simplicity, often featuring fresh, dewy skin, brushed-up brows, and barely-there makeup. Many embraced the idea of skipping false lashes or even mascara entirely, letting natural beauty shine through. However, the tides are turning once again, and the return of glamour is on the rise. Bold blush, defined eyes, and high-shine lips are reclaiming their place, blending the sophistication of minimalism with the drama of classic glam. This oscillation between styles highlights the beauty community’s ability to reinvent and adapt, keeping trends fresh and exciting.

The real question is: why does the icy blush trend have such staying power? This renewed love for cool-toned pink blush speaks to the cyclical nature of beauty trends and our collective fascination with reinvention. While warmer tones captured the spotlight for a time, the return of icy pink hues reminds us of the power of makeup to transform and transport. Whether you’re drawn to the lifted, angelic effect of the bright under-eye combo or you simply enjoy experimenting with blush shades, this trend proves that makeup is as much about nostalgia as it is about innovation.

As we embrace this comeback, one thing remains clear: blush, whether icy pink or sun-kissed bronze, will always hold a special place in the beauty world. So, dust off your cool-toned palettes and pair them with your favourite bright concealer for a fresh take on an old favourite. Kylie Jenner might have set the stage, but the beauty community continues to own the spotlight.

How to Achieve the Pale Pink Bright Under-Eye Look

To achieve the coveted pale pink bright under-eye look, start with a hydrating under-eye primer to create a smooth base. Apply a full-coverage, brightening concealer in a shade slightly lighter than your skin tone, focusing on the inner and outer corners of the eye. Blend it seamlessly with a damp beauty sponge or a soft brush for a flawless finish. Next, set the concealer with a cool-toned, translucent setting powder—a lilac-tinted option works beautifully to neutralize any darkness and add a subtle radiance (Fenty’s Lavender setting powder is great for this). For the blush, choose a cool-toned pink shade and lightly sweep it across the apples of your cheeks, blending upwards towards your temples. Finish with a pop of highlighter on the high points of your face to enhance the lifted effect. Pair this look with soft, defined brows and a baby pink lip gloss to tie everything together.