Patrick Ta’s latest launch was meant to further capitalize on the success of the brand’s Major Headlines Double-Take Crème & Powder Blush Duo, a $40 powder/cream product now available in 15 shades.
At the time, the brand’s blush ranked as the No. 2 blush at Sephora, based on sales, trailing only Rare Beauty’s Soft Pinch Liquid Blush. The product became popular just as much for its formula as for Ta’s unique technique: He layers cream over powder to ensure the skin looks alive, rather than flattened by powder.
Today, depending on how the sales are calculated — and whether the $25 mini version is included — the blush often flip-flops with Rhode’s Pocket Blush for the No. 1 sales spot, a representative for the brand told Glossy. Over three per minute are sold in the U.S.
On Wednesday, the brand released its first additions to its blush family: a three-piece collection, including the Liquid Transition Brightening Blush ($34), the Transition Blurring Blush Duo ($30) and the Dual-Ended Transition Blush Brush ($40). The products are designed to soften the potentially harsh lines between under-eye concealer and blush, creating a seamless, gradient, airbrushed effect.
In a press release, the brand described the new products as “the blush you didn’t know you needed.” But last week, as the brand began promoting the product, many social media commenters were quick to claim that this is something people simply don’t need. And that was just the start of the blowback.
