Move aside overly filtered selfies — Japan’s Gen Z is embracing a new, effortless aesthetic known as the “Cheek-in-Mouth” trend. It’s simple, charming, and rooted in a very Japanese beauty culture twist: in Japan, “cheek” refers to blush — not your actual face.
Wait, “Cheek” Means What?
In Japanese beauty slang, “チーク (cheek)” refers to blush, the colored powder or cream used to tint your cheeks. So while “cheek-in-mouth” might sound strange in English, it makes perfect sense in Japanese — it literally means “holding a blush (compact) in your mouth.”
It’s a creative, slightly ironic take on makeup culture — and it’s gone viral among Japanese teens on TikTok and Instagram.
What Is the Cheek-in-Mouth Trend?
It’s all about taking a selfie with a blush compact held between your lips, often mid-makeup or with a soft glow on your cheeks. The result is a photo that feels unpolished, intimate, and subtly styled — capturing the “real you” aesthetic that’s rising in popularity.
While it may seem random, this look is actually very curated — it balances kawaii (cuteness) with a touch of realism and humor.
Who’s Doing It?
Japanese high schoolers, university students, and Gen Z influencers. Many say it’s part of the broader shift toward “non-filtered beauty”, where looking natural yet intentional is more valued than perfect glam.
The hashtag #チークくわえ界隈 (“cheek-in-mouth crowd”) began trending in early 2025, with TikTok videos racking up thousands of likes and recreations.
Why It’s Trending
- It’s “real but cute” – the ultimate Gen Z aesthetic.
- No setup needed – just your favorite blush compact.
- A new kind of vulnerability – styled, but not fake.
Brands Are Catching On
Japanese and Korean makeup brands like CLIO and BRAYE are leaning into this trend, often featuring soft blush tones and reposting user photos using their products in cheek-in-mouth poses. “Milky pink” and “apricot beige” tones are particularly popular in these posts.
How to Join the Trend
- Apply base makeup and a gentle flush of blush (your “cheek”).
- Hold your blush compact lightly between your lips — mid-makeup moment.
- Snap a selfie in soft lighting, head slightly tilted.
- Post with hashtags like #チークくわえ界隈 or #cheekinmouth.
Cultural Insight
The Cheek-in-Mouth trend is a reflection of Gen Z Japan’s desire to balance authenticity and aesthetic control. It’s playful, relatable, and visually satisfying — all without trying too hard.
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