Marketing consultant (and former Allure editor) Grace Clarke describes herself to me as “the first person in her friend group to try something”. So when she posted on TikTok about having blush semi-permanently tattooed onto her face at Brooklyn’s Velvet Cosmetic Tattoos, I knew that for Clarke, it was just a normal Monday. But then the algorithm – and the commenters – did its thing. Over a million views later, she’s found herself in the middle of a heated debate.