We characterize the asymptotic behavior near blowup points for positive solutions of the semilinear heat equation \begin{equation*} \partial_t u-\Delta u =f(u), \end{equation*} for nonlinearities which are genuinely non scale invariant, unlike in the standard case $f(u)=u^p$. Indeed, our results apply to a large class of nonlinearities of the form $f(u)=u^pL(u)$, where $p>1$ is Sobolev subcritical and $L$ is a slowly varying function at infinity (which includes for instance logarithms and their powers and iterates, as well as some strongly oscillating functions). More precisely, denoting by $\psi$ the unique positive solution of the corresponding ODE $y'(t)=f(y(t))$ which blows up at the same time $T$, we show that if $a\in\Omega$ is a blowup point of $u$, then \begin{equation*} \lim_{t\to T}\frac{u(a+y\sqrt{T-t},t)}{\psi(t)}= 1,\quad \text{uniformly for $y$ bounded.} \end{equation*} Additional blow-up properties are obtained, including the compactness of the blow-up set for the Cauchy problem with decaying initial data.