The cosmetic product applied to the cheeks for color is called blush.
Blush, also known as blusher or rouge, adds color to the cheeks to create a healthier-looking flush or emphasize facial shape. It is sold as a powder, cream, liquid, balm or tint, with shades ranging from pink and red to coral, orange and brown. Formula and finish affect how strongly it appears and how it blends with foundation.
The older term rouge comes from the French word for “red” and has been used for cheek cosmetics for centuries. Ancient Egyptians made cheek color from red ochre mixed with fat, while later cultures used ingredients such as mulberries, beet juice and flower pigments. Modern products may use synthetic colorants, mineral pigments or carmine.
Blush is sometimes confused with bronzer or highlighter. Bronzer is generally used to add warmth or a sun-kissed tone, while highlighter reflects light on raised areas of the face. Foundation mainly evens the complexion; it is not primarily a cheek-color product.