Beauty & Wellness Briefing: What comes after blush?

This week, I asked experts for their take on the “blush blindness” trend emerging on TikTok and what that means for the category, which has been on a hot streak since 2020. Additionally, new brand acquisitions and a warning from the U.S. surgeon general.

When Selena Gomez’s Rare Beauty brand debuted in September 2020, there was a clear winner from the line: the Soft Pinch Liquid Blush. The hyper-pigmented formula not only made Rare Beauty a standout in the celebrity beauty sphere, but it also trained consumers to seek out bolder blushes — to the point that some are now asking if they’ve gone too far.   

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