Cool-Toned Complexion Makeup Is Having a Moment

While warming up the face with products like bronzer and blush may be summer’s go-to cosmetics products, it’s not necessarily a universally flattering look. Cooler, muter tones give just as much oomph for beauty enthusiasts given their specific hair color and skin tones. According to Spate’s Popularity Index, cool-toned complexion makeup is on the rise, with cool toned blush and cool toned contour the new “cool.”

Cool Toned Blush

Depending on consumers’ undertones, they may fall into the “cool toned blush camp,” according to analysts, opting for shades with blue, pink or purple undertones that mimic a natural flush. Spate say cool toned blush has grown 685.2% year-over-year across platforms and remains Low Popularity, meaning it is still relatively under the radar but gaining traction quickly. TikTok currently holds 49.5% of Popularity Share, while Google is the fastest-growing platform at 341.7% year-over-year. The category receives 740.0 average monthly searches on Google and 106,300 average weekly views on TikTok.

On Search, the trend shows little to no brand competition, leaving significant whitespace for brands looking to enter the conversation. This could present an opportunity for artist-led brands, which are often well suited to combine products with education and technique. On TikTok, categories like Ad (62,000 average weekly views) highlight the role of sponsored content in driving visibility. Meanwhile, Pale Skin (19,200 average weekly views) suggest that lighter complexions are seeking blush shades that enhance their natural undertones without overwhelming the face. Categories like Undertones (13,700 average weekly views), Colorimetry (15,200), and Soft Summer Color (10,700) reveal growing interest in color analysis and seasonal color palettes, as consumers look for more personalized approaches to makeup selection. There’s event potential here as well. Meanwhile, Liquid Blush (15,200) reflects continued demand for blendable, buildable formulas that create a natural, skin-like finish. The top brands associated with the trend are Merit Beauty (27,400 average weekly views) and Rhode Skin (13,700), whose barely-there makeup aesthetic aligns well with the softer, more muted look cool toned blush consumers are seeking. NARS (15,000) is also a key player in the conversation.

Cool Toned Contour

To mimic the face’s natural shadows without leaning orange, many consumers are turning to cool toned contour. Typically made with gray, taupe, or cool-brown undertones, these products are designed to create a more realistic sculpted effect. Cool toned contour has grown 215.4% year-over-year and remains Low Popularity, meaning it is still relatively under the radar but gaining traction quickly. TikTok currently leads with 59.4% Popularity Share and 222.4% growth year-over-year. The category receives 2,400 average monthly searches on Google and 338,300 average weekly views on TikTok. On TikTok, sentiment remains positive (8.2/10), but engagement is relatively low (1.8%), despite a Very High Paid Views Share (62.2%). In other words, consumers seem to like the concept, but the conversation is still being driven more by paid amplification than organic excitement.

Analysts say there’s an opportunity for brands to make the trend feel more approachable through creator education, before-and-afters, and shade comparisons that clearly demonstrate the difference between warm and cool toned contour. Related categories include Ad (152,500 average weekly views) and TikTok Shop (77,000), highlighting both sponsored visibility and strong in-app purchasing behavior. Meanwhile, Affordable (51,600) suggests consumers are looking for budget-friendly options.

Analysts say recommendation-driven content also plays a major role. Categories associated with Best (55,900 average weekly views) through hashtags like #bestcontour (682,700) show consumers actively comparing products before purchasing. Meanwhile, Fair Skin (49,200 average weekly views) highlights how cool toned contour is particularly appealing to lighter complexions seeking natural-looking shadow and definition. Interestingly, the top related brands are not household names in the US. Chinese beauty brand Judydoll (52,100 average weekly views) and indie favorite Rituel de Fille (18,400) currently lead the conversation.