Some women have natural color to their cheeks. They could be fair (thin) skinned or they might have the skin condition, rosacea. In either case, you may choose to use foundation only in the center of the face (cheeks,nose,chin) to even out the skin tone.
If you have natural color to the cheeks, you may choose a bronzing powder. If you are a pale face (no pun intended), you can use a cool tone (pink,rose) or a warm tone (coral, rust)applied to the apple of the cheeks.
Want to know a professional make-up artist tip?
Take a touch of the blush color and brush lightly across the eye bone (above the crease of the eye). This will brighten the eye area. Apply after all other eyeshadows.
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