Why "Wet Cheeks" make sense

A trend actually worth trying?

The word “trend” has become a throwaway term in recent years, especially regarding online makeup trends, for two reasons

The first reason is that if you are over the age of 25, it means that these new trends are actually just the same old ones we’ve done already, making a full circle and coming back into style again. The second reason is that these trends last a week, and then people move on, so there is usually no point in taking any notice if we consider what a trend is.

A trend worth noting usually lasts a little longer than that. For example, the trend of makeup brands using more skin care-focused ingredients and names has continued ever since we were in lockdown, and brands continue to add skincare benefits to the strangest things that don’t need them. Who needs a brow pencil with all the benefits of a serum?

The makeup style trends are the ones that seem to come and go like crazy, and they are all named in a specific way. The recipe for naming a successful weekly trend is -

For example, fluffy cake lips, glazed donut eyelids, or caramelized brown sugar cheeks. These trends are annoying and repetitive, and most of them stem from people going crazy because Hailey Bieber wore some Vaseline, and someone was like, “GET THE LOOK!” Someone has named every part of her makeup and skincare routine through no fault of her own.

When a trend that immediately piques my interest comes along, I like to consider it from a makeup artist's perspective: Does this work? Will it work for me? Will it work for everyone? Whose skin is this for? Can I make this work for every skin texture and tone?

I like to consider all of this because (of course) most trends will work on an 18-year-old content creator whose work is nicely blurred by poor upload quality or a filter.

So when I saw glossy, wet cheeks appear on my social media “for you” pages, I loved it, then questioned it, and then loved it again. This is a “trend” or makeup style/technique I can see working for many people, so let’s review the pros and cons and the best products to create this look.

But first, how is this any different from wearing a highlighter on the cheeks or a face gloss? It's the positioning and mix of products that make this trend different from our usual glowy product placement, although this may be something you are unconsciously doing already!

Instead of using a creamy product in the usual places, on top of the cheekbones or apples of the cheeks, this trend requires a higher placement, more in line with the center of your eye.

Example of positioning. The brightest highlight point sits directly under the center of the eye.

This is also a great way to experiment with multiple products. For example, you could use a matte cream and top it with a glossy balm or a glossy balm with a creamy highlight in the middle. This trend definitely requires a bit of depth to achieve a look that doesn’t look like you’ve just slapped some lipgloss on your cheeks.

An example of two shades mixed together to create depth on the cheek, not an example of placement. (I will talk about this product later.)

I love the placement of this trend because anyone of any skin type can get great results. You may be slightly oily on the cheeks, but that glossy, balmy texture will hide it. You may be dryer, this trend will give a hydrated glow, or you may have fine lines or wrinkles around the outer corner of the eye or directly under your eye, and may not be able to use many creams in that area in fear of creasing, well this is a great placement to avoid that as its lower than the direct under eye and away from crows feet. It also adds a youthful lift in terms of lifting the apples off the cheeks. It’s nice to lift the highs of the cheekbone, but it can also give a harsh look to some of us, so this placement will be a great alternative.

I think this is a great opportunity to play with some colors you might not usually use in your makeup, as this trend requires an almost transparent product, a tint of color. So that bright pink that may have been slightly daunting before in a powder formula or full-coverage cream isn’t so scary in a sheer gloss.

Let’s talk products! What can we use to create this look? I have three products I've tested numerous times and trust to work on the majority of skin types and last without looking greasy.

Sim;plain - Gleam On Balm

This is the product featured a few images above. I love this product for its multiuse purposes, being able to use it on the lips and cheeks (like all three of these products), and also the fact that this essentially can be used in 3 different colours through mixing. The largest compartment contains a sheer lightweight blush or lip colour that truly tints the skin. The circle compartment is the same texture but more of highlight finish. This is the perfect combination for this “Wet cheeks” look. Using that highlight shade in one pinpoint area and not completely blending across the cheek is what will give this look depth.

Find the full range here on OliveYoung.com (code ROBERTW1 for discount)

Heart Percent Dote On Mood Custom Lip & Cheek

If you don’t like the idea of being overly glowy, this matte-and-glow product is going to be for you. This little duo has a matte mousse side and a balmy side. You can mix these two together or use the matte as a base and tap a small amount of the glowy balm on top. The balm sits beautifully on the matte formula. This is another product you can use on both the lips and cheeks. If you also have concerns about any texture on the cheeks, the moussey matte formula gives a slight blur to the cheeks.

Available on OliveYoung.com (code ROBERTW1 for discount)

fwee Lip & Cheek Glowy Jelly Pot

The love of my life! This brand is always making the most innovative formulas. And it's spelt with a small “f,” just in case anyone thinks it's a typo, and who am I to argue with their marketing? This is the most difficult formula to describe… It's like a jelly but not soft like a jelly; it's like a gloss but not glossy or gloopy in texture, and it is one of the most beautiful textures I’ve ever used. It's HIGHLIGHY glossy, so if the high gloss style isn’t for you, this may not be a cheek option for you, BUT don’t miss the chance to try this incredibly unique formula on your lips.

Available here on OliveYoung.com (code ROBERTW1 for discount)