If the Inuit are said to have 50 words for snow, then there are just about as many words and phrases for the pursuit of youth in beauty: Antiaging, dewy, glowy, tight, bouncy, smoothing, firming, volume, lifting, filling, collagen, anti-wrinkle, texturizing, poreless, softening, rejuvenating, elasticity. But lately, a somewhat surprising word has reemerged: Fat.
There have been some clues that a certain type of soft fullness, especially in the face, is having a moment. Blush was the top-selling beauty product of 2024 on Amazon, all the better to achieve plump, rosy cheeks like Sabrina Carpenter’s. A popular blush stick from Westman Atelier is named Baby Cheeks, and Hailey Bieber declared “baby cheek flush” to be last summer’s biggest trend. “We used to just chase away wrinkles,” says New York plastic…
