Contouring revolution fuels need for further customization.

Contouring gone mainstream

Contouring is a technique long known to professional make-up artists. However, it has recently become a "mass obsession" of make-up users, who seem delighted with simple tricks that allow them to enhance their facial bone structure. In order to cater to this fast-growing audience, many make-up brands (ranging from budget to upscale) have launched face-contouring kits.

New solutions for contouring beginners and "pros"

The contouring sub-category is seeing a fast transformation, moving from basic two-shade powder sets to elaborate kits with multiple shades to create cool and warm, matte and shimmery finishes, on-the-go contouring sticks for make-up beginners, and, recently, highly customized eye-area contouring palettes. Nevertheless, plenty of space is still to be explored in terms of contouring differentiation (e.g. diversification between skin types or day/night looks).

– Premium brands such as Estée Lauder also recognize the huge potential opportunities in the contouring craze. The recent New Dimension range includes contour make-up but also contouring skincare products.

– Famous American tattoo artist Kat von D has unveiled a Shade + Light eye contour palette to "define and enhance eyes." The highly customized product features three quads of shades for neutral, cool, and warm skin tones.

– Smashbox’s contouring stick trio comes with a handy how-to guide to contouring different face shapes. Apart from the standard contour and highlight shades, a transition "bronze" stick has been added to help create a perfect finish. The soft texture of the tip of the sticks allows quick and precise application.

Professional make-up techniques can be now easily accessed by everyone willing to improve their make-up skills. The expansion of social media has allowed consumers to actively seek new beauty ideas. This may mean a challenge for beauty brands, as they are constantly tested in the public eye by v-loggers and bloggers, but also an opportunity to deliver more varied and extensive ranges of products with a professional image.