Master Igari Makeup, the Blush Trend Taking Over TikTok

If you’re on TikTok at all, chances are you’ve seen a few trending makeup looks making the rounds. Beauty lovers recreate the makeup tutorials with their own sounds and duet each other as a fun way of teaming up virtually. One trend that continues to gain speed is Igari makeup. It’s sometimes called “drunk blush” or “hangover makeup.” That’s because the finished vibe resembles the flushed look when someone has had a bit to drink. Never heard of it? Allow us to explain.

Millennials were all about heaving eyeliner, contouring, carving out the eyebrows with concealer and applying blush to the apples of the cheeks—if at all. Just take a look at the beauty bloggers trying trending makeup routines in 2010. There was nothing minimal about it. Gen Z has changed all that with a laid-back new beauty trend that’s not slowing down. And we’re not mad about it.

What actually is Igari makeup?

Igari makeup is all about blush. Instead of just applying blush to the apples of your cheeks, you extend the flush from cheek to cheek and through the bridge of your nose. The minimalist makeup trend originated in Japan in 2018. It’s named after the famous Japanese makeup artist Igari Shinobu, who switched up the makeup trends of the time. Previously, popular Asian makeup trends, especially in Japan, focused on the eyes, making them as big and bright as possible. Shinobu made the flushed look popular with minimal other makeup. There’s very little—or no—contouring and no full-coverage foundation. It’s pretty much the opposite of what was trending in the mid-2000s. And that’s not a bad thing. This pretty makeup looks fresh for any occasion and works well with all skin tones.

Igari has a Kawaii vibe but it’s not that exactly. It borrows from other Japanese beauty trends of flushed, just-kissed lips and rosy eyeshadow. This time, the color is focused on the cheeks and across the nose so the middle of the face is the focus point. The face is fresh with minimal coverage letting the skin shine. And there’s a great reason for that. Japanese beauty is often focused on skincare because it’s the most important first step to any makeup routine. If you’re going to work so hard on your skin, you should show it off.

The easiest way to get the look:

We chatted with Aya Tariq, an Arab makeup artist who works in fashion, film, and commercials, to get a step-by-step guide to creating Igari style. “You can start with your usual foundation routine,” she says. “I would go with minimal-coverage foundation and pinpoint conceal areas that need more coverage.” She says to keep the mascara and brows light and natural looking. Skip the contouring this time.

“For the blush, you can use either powders or cream,” she continues. “I personally like to use cream because it’s easier to blend. It’s also easier to make it look like it’s coming from within to get that flushed cheeks look.” Use your fingers or a makeup sponge to take a small amount of blush and place the product onto your cheeks, down from your eyes.

Dab the product lightly across the bridge of your nose and add more gradually. “The intensity of the blush is really a matter of preference here,” says Tariq. Don’t be concerned if your particular blush isn’t very pigmented. You want to build up to that flushed look instead of applying too much right away and risk looking a little too ‘80s. Note that if you’re using cream blush and you want it to be a bit longer-lasting, sweep translucent powder on top and add powder blush on top. Tariq loves the look paired with freckles—real or faux. Finish with a lip color in a similar shade for a (also trending) monochromatic look.

Products you need:

Here are some of our favorite products to nail the Igari style.

Best Skin-Nourishing Foundation: WANDER BEAUTY Nude Illusion Liquid Foundation

If you’re going to wear foundation, choose a medium coverage formula that actually improves the look of skin. This one has hyaluronic acid that helps your skin retain moisture so it has that plump, dewy look that’s so important to Igari makeup.

Most Multi-Tasking Concealer: ITEM BEAUTY Air Hug Concealer

Whether you decide to wear foundation or not, most of us like a little concealer to cover any redness, dark circles of blemishes. This one does that flawlessly while leaving the skin looking like skin—no cake here.

Best Cream Blush: EVELYN IONA COSMETICS Cream Blush in ASH

This mid-pink shade looks gorgeous on all skin tones and the creamy formula blends like a dream. The cruelty- and paraben-free blush gives off a dewy finish that’s never greasy. Add power on top if you prefer a more matte look.

Prettiest Powder Blush: THEBALM COSMETICS Will Powder Blush in Stamina

Wear this mid-pink, skin-brightening blush alone or on top of your favorite cream blush for a long-wearing flushed look. But just because it’s powder, doesn’t mean it’s drying by itself. A trio of plant-based oils gives this formula an ultra-silky, blendable feel.

Best Lash Lift: EYEKO Lash Alert Mascara in Carbon Black

Although the focus isn’t totally on the eyes here, you don’t have to skip mascara entirely. This one is infused with caffeine to perk up your lashes for volume and curl that isn’t clumpy.

Best Non-Drying Lipstick: KARMELA COSMETICS Silk Matte Lipstick in Bitten

Dab this ultra-pigmented rosy nude color on your lips for that just-kissed look and continue the flushed-face trend. This matte lipstick is made with nourishing minerals, oils, antioxidants, and vitamins for lips that don’t just look great, they feel great.

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