IVE's Rei highlights Gen Z beauty with bold blush makeup

By KTimes

For Gen Z, makeup is more than a routine — it's a form of self-expression. Rather than blindly following trends, many opt for unique details to emphasize individuality. One example of this style is Rei of the girl group IVE, often described as a "Gen Z icon" for her dreamy yet distinctive looks.

Rei continues to showcase her one-of-a-kind image by staying true to her own makeup style. The most striking element of her look is her bold use of blush. She applies it from beneath her eyes down to her cheeks, creating a flushed, radiant effect that enhances her playful charm and kitschy aesthetic.

This technique, often called “Igari makeup,” originated from renowned Japanese makeup artist Shinobu Igari. In Korea, it’s commonly called the “hangover makeup” look because the reddish cheeks resemble a post-drinking flush. While this style saw popularity in Korea during the mid-2010s, it has recently resurfaced with celebrities like Rei bringing it back into the spotlight.

To achieve this blush-forward makeup style, a clear and dewy complexion is key. Rather than heavily concealing blemishes, the focus is on enhancing the skin’s natural texture and glow. Once the skin is prepped, layers of blush are applied to match the individual’s vibe. Since the cheeks are the focal point, the rest of the face — eyes, lips and brows — is kept minimal for a balanced Gen Z look.

This article from the Hankook Ilbo, the sister publication of The Korea Times, is translated by a generative AI system and edited by The Korea Times.