Blusher means different things to different women. To K-beauty fiends, it’s part of their arsenal of products that helps recreate that look of preternaturally wholesome prettiness. To the Kardashian-influenced Kontouring Klan, it’s for when they want a softer effect (the technique’s known as draping). To those into “no-makeup” makeup, it might not even exist in their vocabulary. In short – as much as it’s a staple – blusher’s long been underrated, much less seen as fashion forward, but the F/W ’18 runways could change that. Brands like Loewe and House Of Holland (above) recreated the appearance of a healthy, natural-looking flush across models’ cheeks with a gentle swipe of pinkish blush or lippie (yes, lipstick – smear on a little, then use fingers to blend), while keeping the rest of the face clean. Simple, romantic, modern. Sometimes, the best things are indeed right in front of you.

Pinkish blush of all types (from left): Clinique Cheek Pop in Melon Pop, $39. Nars Matte Multiple in Siam, $60. Etude House Colorful Drawing Water Color Blusher in Bouquet Rose, $16.10

This story first appeared in Female’s July 2018 print issue.