Blush has been enjoying a significant moment in beauty, propelled by social media – a quick glance at Tiktok alone counts 1.2 million posts under #blush as of July 2025. This online buzz has also translated into greater launch rates; between 2020-25 launches grew 84.2% across global markets.
We expect to see even more developments in this sub-category. Mintel’s Principal Analyst Clare Hennigan, notes: “as the blush trend evolves, expect shimmery blush toppers and blonzers* to emerge as consumers seek to diversify their assortment.’
Blonzer in particular can help to streamline the makeup routine, says Mintel BPC analyst Shiyan Zering, who points to the potential for more blonzer shades as the demand for multitasking solutions grows. The versatility of blonzer will appeal to consumers who are fatigued by the sheer volume of products on offer, such as the 68% of UK consumers who agree that the amount of beauty and grooming products available is overwhelming.
The IT Cosmetics Glow with Confidence Sun Blush responds to this need, providing a ‘blush and bronzer in one for a naturally sun-kissed look’. The product also ties into the skinification trend, due to its ‘92% solid serum skincare base and ultra sun-kissed pigments’ with an on-trend ‘beautiful colour pay-off for that 'I just got back from vacation' glowing skin effect’.
Blusher has both inspired and benefited from online trends relating to its application and texture. So-called ‘boyfriend blush’ sees blusher placed lower on the face, recreating the look of a boyfriend after exercising, which has been somewhat reimagined on the A/W25 runways as ‘doll blush’- an exaggerated colour and placement compared to the more naturalistic and flushed tones seen with boyfriend blush.
Blush’s format versatility is also being seized upon by consumers. Between April 2024 and 2025, liquid/cream blush was more popular with UK consumers than solid/compact blush. Skin finishes are also diverse. While matte finish was the most sought after claim when purchasing cheek colour in the UK, 50% of liquid/cream blush buyers want a dewy finish, in part inspired by the glass skin and boyfriend blush trends.
Lip gloss launches also grew, up 40% between 2020/2021 and 2024/2025. Lip gloss offers consumers a much more low-maintenance solution and serves as an easier entry point for unconfident consumers compared to traditional bullet lipstick, given there is no need to worry about smudging/creating sharp and accurate lines. Lip gloss also can push moisturising benefits, aligning well with broader skinification trends, as well as being a buzzy, trendy product of the moment.