Let’s be honest, the idea of having rosy cheeks was something that was drilled into our minds as being desirable, no matter where you grew up. But not all of us, or perhaps very few of us who have South Asian heritage, can naturally experience this epitomised idea. In recent years, however, beauty standards have shifted, and global trends like blush blindness popularised on TikTok and Reels are challenging traditional ideals.  

Blush blindness in makeup embraces the playful exaggeration of blush application, normalizing bold, hyper-pigmented looks that suit all skin tones. The movement’s entry into the Indian beauty space signifies a step toward inclusivity, celebrating skin diversity while making space for global makeup trends to find culturally relevant renditions. Indian brands are stepping up with innovative blush offerings—like jelly tints, serums, and water-based formulas—catering to functionality and creativity. Most importantly, they are designed to show up on brown skin, and to stand the test of being worn in a humid country like ours.

Here are some homegrown, standout products redefining blush trends in India: 

This jelly-based blush from La Mior offers a unique, bouncy texture that makes it fun to apply while delivering a natural-looking flush. It is an Indian take on the famed ‘Milk Beauty’ Jelly Tint. (P.S. The international brand just made its entry into India this weekend). For those looking for a homegrown variant of the same product, the La Mior Bouncy Jelly Lip and Cheek Tint is a product that I’ve been using of late. It glides on effortlessly, provides a sheer but buildable coverage, and has a cooling effect on the skin. It works well for those looking for a dewy finish, giving both lips and cheeks a hydrated appearance. Thanks to its lightweight formulation, this blush avoids heaviness or patchiness, making it ideal for all-day wear.  

Buy La Mior Bouncy Jelly Tint here.

Flossy’s Jelly to Water Blush introduces a fun, cooling transformative format that is new to the Indian market. The sleekly packaged ‘Better Decisions’ Blush starts with a jelly-like texture that melts into a water-light finish upon contact with the skin, leaving behind a natural, glowing tint. This formula ensures a refreshing feel, making it perfect for warm climates or long, humid days. With buildable pigmentation, this blush allows users to control their look without the product feeling sticky or heavy.  The product even comes with a really cute blush charm accessory that makes it all the more appealing. 

Buy Flossy Better Decisions Blush here.  

Marmelo’s Serum Blusher merges skincare with makeup, delivering intense pigment along with hydration. Enriched with moisturising ingredients, this blush is designed to provide a healthy glow while nourishing the skin. Its lightweight, serum-like consistency makes it a great choice for users with dry or sensitive skin. The product pigment is pretty concentrated, true to the name of being a serum, and packs a punch of tint with just a few drops. With a smooth, blendable finish, it creates a naturally flushed look that enhances one's complexion with just a few drops. The brand has recently launched the serum blushers in smaller sizes, for those who're looking to invest in their varied shades.

Buy Marmelo Serum Blush here. 

This versatile tint from Tint Cosmetics that was releaed as part of their Emily in Paris collection offers rich pigmentation that works equally well for both lips and cheeks. It is designed to give you a classically French, flushed cheeks-like appearence. Its watery formula ensures easy blending, allowing users to achieve a soft, blurred effect or an intense pop of colour. It is great for someone who is looking for a light, stained look and is almost similar to the iconic Benefit Benetint. But the compact design and more affordable price point make it perfect for Indian youngsters who love makeup but might not have the budget to invest in big-name international brands. 

Buy Tint Cosmetics Lip and Cheek Tint here. 

Delivering vibrant colour with a nourishing twist in a cream format, and all packaged in a cute case. Formulated with skin-loving ingredients, this product from Homegrown brand Praush Beauty promises a long-lasting flush as well as hydration throughout the day. The cream texture blends seamlessly, offering high pigmentation without feeling heavy. This blush is perfect for users seeking a luminous finish, leaving the skin with a natural radiance.  

Buy Praush Sweet Cheeks Cream Blush here.  

The twist-up Dab N Glow Tint by House of Makeup offers a creamy, blendable formula that provides a soft and radiant finish. With shades designed to complement a variety of skin tones, it’s a versatile product that can be used on both lips and cheeks. Its smooth texture allows for easy blending, making it ideal for achieving both subtle and bold looks. This tint is a go-to option for those who prefer multitasking products that simplify their beauty routine as the five shades that the product comes in, can even be used as an eyeshadow, if you're in a bind.

Buy House of Makeup Dab N Glow Cream Tint here.

While we talk about all the new formulae on the market, it is also necessary to talk about the modern iterations of the good ol’ powder blush. Simply Nam by expert makeup artist Namrata Soni offers the Radiant Powder Magic Blush, a lightweight and buildable powder blush designed to deliver a natural, luminous finish. Perfect for achieving a soft glow, this blush complements a variety of skin tones and suits both everyday and festive looks. Its finely milled powder ensures seamless blending, enhancing the skin with a radiant flush that lasts throughout the day. Each blush has two variants in the same packaging - one matte and one shimmery shade - that perfectly complement each other. The blush is non-comedogenic & suitable for all skin types and infused with nourishing ingredients containing Bakuchiol, Niacinamide, Vitamin E, and Squalane. 

Buy Radiant Powder Magic Blush here.

If you enjoyed reading this article, we suggest you also read:

A Homegrown Guide To Shade-Inclusive Beauty Brands

10 Homegrown Makeup Products That Balance Ease, Innovation, & Appeal

Indian Experimental Artists Are Using Makeup As A Form Of Surrealist, Avant-Garde Art