Estee Lauder To Debut Liquid Blush

Joining Estee Lauder's permanent color collection, the new Pure Color Cheek Rush ($28) is a lightweight transparent gel that provides cheeks with a pop of sheer, juicy color for a fresh-faced look, according to the company. Its water-based formula is cool to the touch and leaves cheeks feeling hydrated through an infusion of natural extracts and moisturizing ingredients.

Oil-free and non-acnegenic, as well as dermatologist and ophthalmologist-tested, Pure Color Cheek Rush is packaged in a new, shade-matched, high-gloss finish pump bottle with a silkscreened golden collar and Estée Lauder logo, said the company. Colors range from Hot Fuse to Techno Jam.