I have always been a 'powder' blush girl. After reading many reviews on this gel cheek stain from Tarte, I bought it and am now a complete convert! It makes you look like you just went for a brisk walk on a Fall day. Very natural. You have to get used to the application technique. I use my fingers rather than a sponge. Just dab on the apples of your cheeks and blend a little. For $23, this tube will go a long, long way!