There's no denying that K-beauty is having a moment again right now. While Korean skincare often gets most of the hype, makeup is another category slowly creeping into "most popular" territory. Many k-beauty brands are known for innovation, sparking viral trends on social media—the latest being "pudding blush." When I first came across this on my TikTok feed, I was intrigued. While I normally use an angled stippling brush to apply my blush, Korean brand Fwee is offering up a fresh take. To achieve a perfectly airbrushed wash of color, the brand created a soft, cushiony, pudding-like formula that looks so beautiful on the skin.
I'll be totally honest, I don't usually go down any blush trend rabbit holes because it's a product that I like to keep simple. But, this particular formula and trend has me fully on board. It also comes with another unique item that, I believe, is the secret weapon to pulling it all together. If you've also seen this on your feed and wonder how it holds up IRL, keep scrolling. I tried this viral blush out and am sharing all my thoughts ahead.
First, we have to talk about this formula. In general, I love a cream blush. I've used plenty of great formulas that give you a beautiful and naturally sun-kissed look, but this one is so special. It almost has a cream-to-powder texture that seems a little weird at first, but when you apply it to the skin, magic happens. The blush also comes with a really unique round silicone brush that helps you stipple it into the skin for an airbrushed look.
I was a little nervous initially when I read that this is formula is really pigmented. Don't get me wrong, I love color-rich makeup, but when it comes to blush, that can be a bit of a slippery slope. If you use too much on the initial application, things can veer into clown territory real quick and it's hard to come back from that. But, I can say that this is a pigmented blush that's so well formulated. Yes, it goes on pretty bright, but somehow it just melts and blends into your skin so seamlessly without looking harsh or over the top. What is this sorcery?!
Like I mentioned above, the formula is pretty unique in texture too. While it does lean more pudding-like in feel, it has just a hair of chalkiness that I assume is what makes the magic happen once you apply it to your skin. It's also really buildable so you can use it sparingly if you're going for a more subtle look or you can amp it up for a full beat. The brush is also a total game-changer. The brush is tiny and round but flat on top to help you achieve that airbrushed finish. It works like a charm. Although using your fingers works great too, there's something about the shape of the brush that allows the product to really melt into the skin, giving you a seamless, doll-like finish that I'm totally obsessed with.
I also really love that the shades work well for Black and Brown skin tones. Even though it's 2025, it's sometimes still challenging to find a good eye shadow palette, blush, or bronzer that strikes the right tone for my skin. These offer so much vibrancy without being too much.
$20 isn't outrageous for a blush these days so I'll probably snag a few more colors since I had such a positive experience trying the shade Memories (pictured above). For a few more of my all time favorite blush formulas, take a look below.
More Next-Level Blushes I Love
I love Saie's dewy foundation and blush. This leaves a subtle, radiant finish with skincare ingredients like licorice root extract. The shades are also gorgeous—I own quite a few of them. Whenever I go to pack for a trip, a few of these always seem to end up in my bag—guess that says it all.
Haus Labs is one of my all time favorite makeup brands and this blush from the brand is out of this world. I love how it applies and it has this subtle radiance to it that almost looks like a highlight. It's absolutely perfect.
This is a newer offering from Ciele and it quickly became a favorite of mine. I love this rich burgundy shade. It's a little different than the shades I usually wear and it's perfect for nights out.
I've loved this Patrick Ta formula pretty much since it came out. I love using Ta's technique of applying the powder blush first and then the cream. It creates such a seamless, dewy look.
Vieve is another brand that turned into a full blown obsession for me last year. The Muse Palette ($59) is my other top selection from the brand besides this gorgeous blush. Initially, I wasn' sure if the shade Cherub would look good on me, but I ended up totally falling in love with the gorgeous rose shade.
I love all things Makeup By Mario and this blush from the brand never disappoints. While I usually prefer cream formulas, this is a top pick for powder options. The amount of pigment is just right and it's super buildable.