Instagram beauty trends are a dime a dozen these days, but the latest fun fad to hit the social media site has stolen the hearts of almost every make-up lover who comes across it.
In recent days, dozens of beauty fans have been sharing images of themselves modeling adorable pink hearts on their cheeks; but far from taking the time to painstakingly paint on the cutesy shape, the sweet look can instead be created in an instant thanks to a new ‘blush stamp’ that has taken the cosmetics world by storm.
Released by K-Beauty brand Kaja, which debuted in Sephora earlier this month, the $24 Cheeky Stamp is described as a ‘cushion blush formula with a heart-shaped applicator’, and is available in four pink-toned shades.
Cheeky! Beauty lovers have gone gaga over K-Beauty brand Kaja’s heart-shaped blush stamp
Cute: The $24 cushion blush is applied using a heart-shaped stamp, pictured right, that leaves an adorable shape on your cheek
They love it! The Cheeky Stamp has set Instagram alight, with dozens of influencers sharing images of themselves using the product
Do what you want: Although the product is designed to be blended out, many people are choosing to share images of themselves with the heart shape still intact
The ‘bite-sized packaging’ of the product layered, with the cushion formula blush sitting in a separate compartment under the heart stamp.
And while the brand explains that the formula can then be ‘blended out to a sheer-to-buildable flush of color’, it appears many users are opting to stick with the original stamped-on shape.
Since its release earlier this month as part of Kaja’s 47-piece collection, the blush has popped up in dozens of adorable Instagram snaps, with beauty lovers going gaga over the cute-as-a-button packaging and resulting doll-like look – which, as it turns out, was exactly what the brand’s founders were hoping for.
‘We want every moment with Kaja to be a feel-good experience – from whimsical packaging with playful components to unexpected textures in fun formats,’ said Hyungseok Dino Ha, Chief Executive Officer of Memebox, the e-commerce company behind Kaja.
The fun-filled element is carried across the other products in the collection too, with the brand noting in a statement that it wanted to create cosmetics that all had ‘an extraordinary textural and sensorial experience you need to try to believe’.
Surprise! The fun-filled element of the product has proven a real hit with make-up fans online
On-brand: Kaja’s brand statement explained that the cosmetics company focused on adding an ‘extraordinary textural and sensorial experience’ to each product
A pop of color: The Cheeky Stamp is housed in cutesy packaging that matches the shade of the product inside
Heart-felt: ‘We want every moment with Kaja to be a feel-good experience’, said Hyungseok Dino Ha, CEO of Memebox, the e-commerce company behind Kaja
Easy does it: Kaja – which means ‘let’s go’ in Korean – is aimed at ‘girls on the go’ and is designed to be applied in an easy way, whether that is using tools or fingers
‘Kaja creates everything, from bouncy blushes to silky lip colors all with a cushioned finish that encourages you to play and experiment,’ the statement continued.
There is the $19 Mochi Glow Bouncy Highlighter – which has a cushion-like texture that squishes satisfyingly under your finger, and which is housed in a mochi-inspired case – the $21 Beauty Bento Bouncy Shimmer Eyeshadow Trio – a triple-layered shadow selection with matching ombre packaging that clicks very nicely when closed – and the $14 Mood Balm Color Changing Lip Moisturizer – a ‘color-shifting’ balm that changes shade based on the temperature of your body.
The masterminds behind Kaja – which means ‘let’s go’ in Korean – also wanted to ensure, however, that the pretty packaging and the products would be just as functional as they are fashion-forward and fun.
Hyungseok explained that all of Kaja’s products are designed for the ‘girl on the go’ and can be used in all manner of ways – whether that’s applying quickly with a finger, or working onto the face as part of a more glamorous, detailed beauty look.
Have fun: The products are supposed to encourage people to ‘play and experiment’
Unique: Unlike many other K-Beauty brands on the market, Kaja says that its products can be used on all skin types and tones
Forward thinking: ‘Kaja delivers make-up with an instant visual impact to compliment all skin tones – from the fairest light to the richest deep,’ the brand statement says
Get it while it’s hot! The brand’s 47-piece collection launched in stores and online with Sephora this month
Praise: The Cheeky Stamp is much-loved on Instagram, with users hailing it as ‘cute’, ‘adorable’, ‘perfect’ and even ‘genius’
‘We sought to create breathable, buildable cosmetics designed to enhance, not cover up,’ Hyungseok noted.
‘Our innovative applicators and easy-to-use formats can be used effortlessly with your fingers or make-up brushes, at home or on-the-go, with as little or as much product as you want for a wide range of looks.’
Unlike many other K-Beauty brands on the market, Kaja also focuses on offering a range of product to suit all skin types and tones, claiming that its products will work for anyone and everyone who wants to use them.
‘Kaja delivers make-up with an instant visual impact to compliment all skin tones – from the fairest light to the richest deep,’ a statement from the brand explained.
That philosophy appears to be echoed online, with women and men of all backgrounds taking to Instagram to share their love of Kaja and its products – particularly the Cheeky Stamp, hailing it as ‘cute’, ‘adorable’, ‘perfect’ and ‘genius’.