The Blush Placement That’s Taking Over This Summer
Image via Victoria Beckham Beauty
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Blush has a new golden rule this summer: the "W-Shape," a sun-kissed sweep across the cheeks and nose that gives skin an effortless, lifted glow.
This summer blush is all about placement. The "W-Shape" or "Beach-Burned Blush" has become the look everyone is applying. Inspired by the natural way sun-kissed cheeks catch warmth this placement highlights the high points of the face to create a fresh lifted and effortless glow.
Unlike the traditional method that focuses blush only on the apples of the cheeks the "W-Shape" is about sweeping color across the face in one continuous motion. Using a brush or your fingers begin at the top of one cheekbone and sweep the blush across the nose and onto the opposite cheekbone. Imagine you are sketching the letter W across the center of your face. The soft flush should land on both cheeks and the bridge of the nose leaving you with a look that resembles a natural day in the sun.
The trend is most often applied with cream blush which melts seamlessly into the skin and gives that believable sun-kissed finish. Cream formulas bring out the warmth and glow of this placement while keeping the skin looking fresh and hydrated. For those who prefer a more diffused effect powder blush can be layered on top to set the look or to deepen the color payoff. For extra dimension try mixing shades such as a peach or coral base with a touch of pink on top to mimic the way the skin naturally flushes in the sun. To help you try the look yourself we rounded up six cream blushes that work beautifully with the "W-Shape" placement.
MERIT Flush Balm glides onto the skin effortlessly, delivering a soft, buildable flush with a natural, dewy finish. Its creamy texture melts into the skin, leaving cheeks looking fresh and hydrated. Enriched with Vitamin E and gentle emollients, it nourishes while helping the color blend seamlessly, making it perfect for the soft, sun-warmed sweep of the "W‑Shape." The Tata Harper Cream Blush combines makeup with skincare benefits, offering a radiant flush that also protects and hydrates the skin. Botanical oils like rosehip, plum, and sacha inchi soothe and nourish, while antioxidants from green tea and camellia help defend against environmental stressors. Its creamy, lightweight texture makes it easy to layer and blend, creating a glow that looks effortless yet polished.
The Iconic London Blurring Blush Stick has a soft, velvety texture that blurs and diffuses color for a naturally airbrushed finish. Its creamy formula blends smoothly over the skin, making it easy to create the signature "W‑Shape" without harsh edges. African yellow wood bark helps balance shine and keep the color looking soft and skin-like, while the lightweight texture ensures comfort throughout the day. The Victoria Beckham Beauty Cheeky Posh adds a luxurious touch with moisturizing botanical oils that leave a subtle, luminous glow. Its soft-focus finish makes it ideal for layering and building the warm, lifted effect along the cheekbones and bridge of the nose.
Makeup by Mario Soft Pop Plumping Blush Veil gives more than just color. Infused with hydrating hyaluronic acid, it plumps and smooths the skin while delivering a light, airy flush. Its sheer, buildable texture works beautifully for the "W‑Shape" technique, letting you layer the color for a soft, natural gradient. The Stila Convertible Color Dual Lip & Cheek Cream offers versatility in both shade and application. Its creamy, translucent pigment blends effortlessly across cheeks or lips, creating a naturally warm, sun-kissed finish. The formula is long-wearing and easy to blend, making it simple to achieve a fresh, just-back-from-the-beach look without needing multiple products.
Westman Atelier Baby Cheeks Blush Stick provides a radiant, skin-like flush with a creamy texture that melts into the skin. Using biomimicry pigment technology, it mimics the natural bloom of color in the cheeks, giving a soft, lifted look that feels modern and polished. The Sisley-Paris Phyto-Blush Twist has a unique cream-to-powder formula that combines the ease of cream application with the long-lasting finish of powder. Its buildable color allows precise placement, making it perfect for defining the "W‑Shape" along the cheekbones and nose while keeping the finish luminous and fresh.
The Violette_FR Bisou Blush delivers a truly artful flush. Its marbled creamy stick swirls light and rich shades together, channeling a Renaissance-like glow with a soft-matte finish. The built-in brush makes it easy to blend without disrupting your base, and the formula is great for sensitive skin or anyone seeking a clean, vegan option. On the other hand, the Beauty Pie Supercheek Cream Blush impresses with its ultra-smooth texture and nourishing feel. Infused with silicone elastomer gel, extra-fine silica, synthetic waxes, and skin-loving oils, it glides onto skin like second skin while delivering soft, comfortable color. It’s also been recognized for its wearability and hydrating quality.
No matter which cream blush you choose, the key to mastering the "W‑Shape" is all about placement and blending. Start lightly on the tops of your cheekbones, sweep across the bridge of your nose, and softly fade the edges for that effortless sun-kissed effect. Whether you prefer a sheer, dewy finish or a more pigmented, sculpted flush, these formulas make it easy to achieve a natural, radiant glow that lasts all day. The "W‑Shape" and "Beach-Burned Blush" trends are perfect for bringing warmth, lift, and a healthy flush to every face this season, making it simple to look chic yet effortlessly fresh.