Ignore the forecast on your weather app. In the fanciful world of TikTok, there is a 100 percent chance of snow and freezing temperatures with the “I’m Cold” makeup look trending, evident by the cool 25.4 million (and counting) mentions of #imcoldmakeup. The seasonal trend is “inspired by the cold winter days where your skin gets a natural flush when met with the cold winds and icy weather,” says makeup artist Sasha Ghodstinat. But this look has nothing to do with Fahrenheit or Celsius.
The “I’m cold” makeup look is all about enhancing your natural flush. Much like a day on the slopes skiing or sledding on a subzero day, the trend mimics that Rudolph-red nose and rosy cheeks you get after being in the great outdoors. TikTok creators and artists are achieving the same look with one makeup product in particular: “The trend is all about the blush,” says makeup artist Kate Synnott. To achieve a natural-looking flush, Synnott recommends applying a cream blush on the apples of the cheeks and cheekbone and blending it upwards with a brush or your fingers. Makeup artist Melissa Hernandez recommends also adding blush to the tip of your nose and, if you really want to go all out, “around the lips to create the illusion of chapped lips.”
TikTok creator Jennie Dimova prefers to sweep blush on in a “W” shape, blending upwards on both cheekbones and along the bridge of her nose. Dimova reaches for Charlotte Tilbury Highlighter Wand in the shade Pinkgasam and then layers on a powder blush in a similar hue. She adds a dab right at the tip of her nose.
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Much like the “sunburnt blush” that kept us glowing all summer long, this is an easy way to create an impactful look without having to venture into the elements. Cream blush will give you that lit-from-within glow. Both Roen Beauty and Rare Beauty Blushes have cream formulas that dry semi-matte on the skin but don’t leave it dry (we don’t actually want winter skin). These formulas melt into the skin and are buildable for a vibrant finish.
Beauty influencer and makeup artist Dasia Janae emphasizes the importance of a matte base. We recommend the Kosas Super Creamy Brightening Concealer and Pat McGrath Labs’ Skin Fetish Concealer to brighten your eyes — without drying out the under-eye area. And for matte skin, consider Nars Soft Matte foundation (which Janae uses in her look) or the Fenty Beauty Pro Filt’r Soft Matte foundation.