From Sangwon’s Boys Planet win to Hudson Williams’ runway debut and Bad Bunny’s Super Bowl halftime performance, it seems the boys who have captured the internet’s hearts lately have one thing in common: blush.

Sure, wearing a wash of blush isn’t anything new. K-pop idols use it for cutesy stages, Alton Mason makes it high glam on red carpets, and the girls have always been doing it. But, perhaps because of Valentine’s Day or the harsh winter, we just couldn’t help but notice the latest heartthrobs’ most viral moments have been highlighted by a rosy warm touch on the cheeks.

Even with how far we’ve come in letting go of gender norms, boys wearing makeup can still be treated like a taboo sometimes. When we see some of the biggest stars of today wearing makeup that’s meant to be noticed—rather than elevated “no-makeup” looks that hide any blemishes—as they reach milestones in their careers with thousands of people watching, it’s a reminder that makeup is also a tool for creative expression.

“When you see huge actors like Hudson Williams wearing something like Cheeky by Merit and just owning that soft flush, it changes the narrative,” Paul Fino, a beauty content creator tells Teen Vogue. Blush, especially, represents emotions and wearing your heart on your sleeve, or in this case, face.

It’s that sense of vulnerability that makes it feel like such a simple but effective addition to a beauty routine, especially for a big stage. “It’s one of my favorite steps because it just wakes the face up,” Fino says. “A little flush makes you look healthier, more alive, more put together without looking like you’re wearing a full beat.”

It’s not all about appearances, of course. As with all beauty, something only looks as good as it feels. This trend, luckily, has the potential for both. It’s a reminder that makeup is for everyone. It can be as simple and achievable as just a swipe of blush across the face before you head out the door that will make you feel like you’ve donned something extra special for your big moment.

“I think we’re seeing it blow up because guys are finally realizing makeup doesn’t have to be about covering everything,” Fino says. “Blush isn’t about hiding. It’s about enhancing. It gives you that natural warmth that reads confident and attractive.”