Sunburnt Make-up and the risks of glorifying heatstroke

In its June issue, GQ China captured global attention with its bold Heat Stroke editorial, where models sported a look inspired by the aftermath of intense sun exposure. With reddish skin punctuated by contrasting white, mimicking sunburn, the concept was achieved through make-up and photo retouching, beyond any real damage. However, this aesthetic quickly went viral and gave rise to a new trend: the Sunburnt Make-Up or Heat Stroke Make-Up, an extreme version of the Sunburn Blush that celebrities like Hailey Bieber popularised in 2022.

Sunburnt Make-Up has been adopted by content creators around the world, who recreate this effect using intense blushes and contouring techniques that simulate sunburn. The trend has raised concerns by encouraging some social media users to expose themselves to the sun without protection to achieve a more “authentic” effect. This behaviour puts skin health at risk, defying decades of warnings from dermatologists about the dangers of UV rays.

The latest data from Klarna, the global AI-powered shopping and payments network, shows that sun protection remains a challenge in Spain. Only 35% of Spaniards use sunscreen all year round, while 26% limit it to the summer months and 21% only apply it during outdoor activities. These numbers indicate that awareness of sun damage is still low, despite medical recommendations.

Klarna’s Summer Beauty Report also reveals that 35% of consumers choose their sunscreen based on advice from dermatologists and pharmacists, while only 10% are influenced by trends on social media, even the most viral ones. In terms of product choice, the format (stick, cream, spray) is the determining factor for 31% of users, followed by the sustainability of ingredients (24%) and price (18%). In addition, 39% of respondents use different products for face and body, in many cases opting for those that offer additional benefits such as anti-ageing or mattifying actives.

Although beauty trends evolve rapidly, sun protection must remain an essential constant. Sunburnt Make-Up may be an aesthetic statement, but it should not replace the importance of caring for our skin against sun damage.

Charli XCX: la evolución estética de una superestrella.