If you’re not on TikTok or you aren’t on the BeautyTok side, you may not be super up to date with niche makeup trends that the app has a habit of making viral. But don’t worry, we’re here to educate you on the newest trend that’s here to stay for the foreseeable future (or at least as long as the weather is cold). Behold: “I’m Cold” Makeup. Also known as “Cold Girl” makeup, it’s a “look that says ‘I’ve just been out in the snow,'” says Judi Gabbay, a makeup artist based in New York City.
Meet Our Experts: Judi Gabbay, makeup artist based in New York City, Naseeha Khan, co-founder of CTZN Cosmetics and professional makeup artist, Nydia Figueroa, professional makeup artist, Allison Kaye, a celebrity makeup and hair stylist based out of South Florida, and Melanie Dir, chief beauty product officer of SIMIHAZE BEAUTY, ISAMAYA BEAUTY, and Off-White Beauty.
Below, read up on the winter-related makeup trend, why it’s popular right now, and how to do it for yourself.
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What Is The “I’m Cold” Makeup Trend?
First things first: the “I’m Cold” makeup trend essentially mimics the natural effects that cold weather would have on your face. It’s “a glossy look where your makeup mimics a flushed and frosty-toned appearance,” says Naseeha Khan, co-founder of CTZN Cosmetics and professional makeup artist.
“You create elements of cold weather on the face such as blush on the cheeks that’s swept across the nose,” says Nydia Figueroa, professional makeup artist. There’s also cool-toned highlights on the bridge of the nose, cheeks, and cupid’s bow, with silver eye shadow in the corners of the eyes and clear lip gloss, she adds.
Basically, think of the sunburnt blush trend from the summer, but make it the winter version, says Allison Kaye, a celebrity makeup and hair stylist based out of South Florida. “The most important part of this look is the blush, which is usually a more pigmented, cool tone color and is dragged across the cheeks and bridge of nose,” she adds.
As for who’s hopping on the trend, it’s mostly Generation Z and the Millennial crew, experts agree. “I find the freshness of this look can appeal to all ages and genders,” says Melanie Dir, chief beauty product officer of SIMIHAZE BEAUTY, ISAMAYA BEAUTY, and Off-White Beauty.
Why Is It So Popular Right Now?
Well, let’s get the obvious one out of the way: it’s winter, so it’s on-theme with the season. “It combines the beloved ‘coquette’ aesthetic with the winter months and cold weather that most of us are finding ourselves in right now,” Khan says.
But outside of weather, it’s still on-trend with celebs like Hailey Bieber and SZA, Figueroa adds. “Clean, glowing makeup is something that is always re-invented in fashion and red carpet,” she says.
Besides being on-par with the time of year, another reason trends go viral? Because they’re easy. Cold girl makeup “literally requires no artistry expertise,” Dir says. “Plus, it’s super cute and looks great on everyone.”
How To Achieve The “I’m Cold” Makeup Look
Here’s a step-by-step guide to achieving the look:
- First, start with clean skin and apply a lotion or cream to lock in your hydrated glow. “For optimum results, it’s all about hydrated, fresh dewy skin,” Dir says. “The canvas needs to be really perfected in a natural manner.” Follow up with a good foundation, or opt for a tinted moisturizer and spot concealer, Gabbay and Figueroa recommend.
- After that, apply powder only on areas that produce unwanted shine, “such as the smile lines or middle of the forehead,” Figueroa adds.
- Then, go for the most important part: blush, which can be pink cream or power blush. Swipe it in a “W” motion across your face, Kaye says—over the tops of your cheek bones to the apples of your cheeks, and onto the bridge of your nose to make yourself look cold (but v naturally!). “The skin should still show through as if cheeks have been exposed to a fresh walk in the snow,” Dir says. (You can also use lipstick as blush, Khan points out, but use it a little at a time.)
- Highlighter comes next. Make sure you swipe a cool-toned highlighter over your nose, cheeks, and cupid’s bow. You can follow that with very minimal eyeshadow—use a silver metallic shade on your inner corners and a bit on your lids, but keep it as natural-looking as possible. “You can feel free to add a little liner or your favorite lashes / mascara to pull the look together,” Figueroa says.
- Lastly, add clear gloss that looks as glassy as possible, or tinted a tone similar to your natural lip color. If you want, you can also put some on your bare lashes to make them dewy-looking, Khan says.
Addison Aloian (she/her) is an editorial assistant at Women’s Health. When she’s not writing about all things pop culture, health, beauty, and fashion, she loves hitting leg day at the gym, shopping at Trader Joe’s, and watching whichever hockey game is on TV. Her work has also appeared in Allure, StyleCaster, L’Officiel USA, V Magazine, and Modern Luxury Media.