e.l.f.’s New Liquid Blush Is The Key To Getting The Viral “Pinched Cheek” Look

With masses of options out there, it’s a big deal when a new makeup collection stands out, and one of our favorites that comes to mind is the Camo Collection by e.l.f. Cosmetics. As the name would suggest, the line is all about achieving that no-makeup makeup look with lightweight, easily-blendable formulas that provide coverage without any cakiness. The collection has two concealers, one corrector, a powder foundation, a CC cream, blending sponge, and its latest arrival — the Camo Liquid Blush.

Launched today as an exclusive reward to their Beauty Squad’s loyalty program members, it’ll be available to everyone as of December 24 — consider it their little holiday gift to everyone. Not a member of their loyalty program? It’s totally worth it. Not only are you going to get this exclusive blush launch right away without having to wait, e.l.f. will even send you a birthday gift, give you points on everything you buy (even if you shop in-store at Target or elsewhere), and more.

Perhaps our favorite addition to the Camo collection, this blush features the light formulation we’ve come to love from its Camo cousins while still serving major color payoff in all of nine highly-pigmented shades. You’ll find a diverse array of pink, maroon, coral, hot pink, and peach shades in a range of cool and warm undertones, all designed to be the most pigmented of e.l.f.’s blush offerings (compared to the Halo Glow Blush Beauty Wand and Putty Blush).

Though you’re getting major color payoff, the formula is designed to be blendable and buildable for a dewy finish and that just-pinched look. Plus, the experts at e.l.f. made this with a doe foot applicator that’s round and ribbed to get the perfect amount of product each time. Simply tap the product into cheeks with your fingers, est voilá — you just nailed a pain-free pinched cheek look.

What’s more is that just like all of e.l.f.’s vegan and cruelty-free products, the Camo Liquid Blush is totally budget-friendly without compromising on quality. For just $7, it’s infused with skin-loving ingredients like nourishing hyaluronic acid, rose flower water, and hibiscus flower extract.