Most of us have been operating under the rule that blush belongs on the high points of the cheeks. Or, maybe, on the apples—the most prominent part of the face when smiling—for a youthful glow. This is how our mothers and grandmothers did it, so naturally, we incorporated it into our routines as well.
But over the past decade, globalization and social media have reshaped makeup as we knew it. Lucky for us, there are tons of new techniques to challenge conventions and change how we use the go-to products in our makeup bags. One new favorite? Placing blush near the undereye.
If placing blush closer to the eye sounds weird, keep this in mind: makeup artists have been doing it for a long time. In the 1980s, everyone flirted with excessive blush. That aesthetic freedom has returned with force thanks to a trend from Japan: Igari makeup, which has evolved to become one of the most trendy techniques for applying blush so far this year. Scroll TikTok or Instagram lately and the trend is hard to miss. Makeup artist Ngozi Edeme, also known as Painted by Esther, has featured the distinctive approach in posts that have racked up millions of views.
Undereye blush, the Igari way
The style takes its name from its creator, beauty guru Shinobu Igari, who popularized it in the late 1990s. Its hallmark is the strategic placement of blush under the eyes and across the upper cheekbone, creating a rested, flushed effect reminiscent of female anime characters.
Its popularity is easy to explain: in addition to brightening the face and suggesting healthier skin, it helps conceal dark circles and makes you look more awake. As expert makeup artist Adrian Rux explains, “pink under the eyes neutralizes greenish and bluish undertones. That’s why pink powders also work, as they provide a brightening effect.”