The New York Times has turned the spotlight on Korea’s latest K-beauty craze — bold blushing.
On September 8, the international edition’s style section featured an article titled “Call It Blushed or Flushed, the K-Beauty Look Is Trending,” exploring how the “over blushing” makeup style has taken off among young Korean women and spread worldwide.
The article explained that the trend first began during the COVID-19 pandemic, when many shifted from heavy makeup to skincare and natural looks. Beauty influencer Sunny Park, with over 1.2 million subscribers, shared: “People started focusing more on skincare than full makeup, which naturally led to more use of blush.”
Unlike the sharp contouring of 2015–2016, the current style is about looking youthful, lively, and natural — creating a soft flush of color.
The New York Times pointed out that K-pop stars like Red Velvet’s Irene, IVE’s Jang Wonyoung, and BLACKPINK’s Jisoo helped push the trend forward through their stage makeup, which then spread into everyday styles for the public.
The report also noted the economic power behind K-beauty, citing Korea’s Ministry of Food and Drug Safety: in 2024, domestic cosmetics production hit $12.8 billion — up 20.9% from 2023. Exports to the U.S. reached $1.9 billion despite tariffs, while China remained the biggest market at $2.49 billion.
Highlighting its cultural roots, the article even traced red cheeks back to Goguryeo-era murals and Joseon Dynasty beauty standards, proving the trend is more than just a passing fad.
Freelance makeup artist Lim A Sil summed it up perfectly: “The red-cheek look doesn’t shout like bold red lips do, but it completes the face by putting focus on the cheeks.”
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