Grant cheeks with radiant, pillow-soft colour using the ICONIC London Soft Touch Blush, a plush cream-to-powder formula that melts into the skin for a soft-focus satin finish. The cushiony formula is enriched with hydrating vegan collagen, hyaluronic acid, squalane and ceramides, visibly plumping and hydrating skin with each application. Blending like a cream and blurring like a powder, the light-as-air blush leaves cheeks with a flushed, diffused look that's buildable to your desired intensity.