Any beauty lover will undoubtedly remember the contouring craze of the 2010s. It was a make-up revolution sparked by a single selfie posted by Kim Kardashian, and before we knew it, we were all obsessed with being chiseled and baked to perfection. After that, Kim declared that it was "nontouring" that was in, and in unison, we all ditched our bronzing powders and sculpting sticks in favour of a more pared back look. And now it's 2025, and guess what? Contouring has returned, although maybe not quite as we knew it.
What calls me to make such a bold claim you may be wondering? Well, on the SS25 catwalks, at shows like Versace and Zuhair Murad, models took to the runway with chiselled cheekbones and bronzed temples, signalling that the sculpted look is having a resurgence. So, I spoke to some of the biggest beauty brands to find out what they’ll be launching in the coming months and they let me in on a secret: more contour products are coming.
