In retrospect, the contouring craze of the mid-2010s seems almost comically dramatic, with faces painted in thick stripes of bronzer, while powders and creamy highlights were blended with military precision. Back then, Kim Kardashian selfies became doctrine, beauty influencers waved contour sticks like paintbrushes, and the phrase “carved cheekbones” took on an intimidatingly literal meaning. But in the past decade, beauty has evolved past that exaggerated artistry. The paint-by-numbers approach to facial sculpting has evolved into something far more subtle and sophisticated, emerging not from make-up palettes, but from visits to the dermatologist and aesthetician, and sleek at-home gadgets that promise lasting cheekbone definition and sharper jawlines without the contour-stick theatrics.
Before contour palettes flooded beauty aisles, the technique existed primarily within Hollywood sets and the flamboyant world of drag. Contouring’s original purpose was transformation rather than enhancement, and unsurprisingly, the jump to mainstream culture created looks that were sometimes more Instagram-friendly than compatible with reality. The influence of Kim Kardashian’s social media feed – and her make-up artist Mario Dedivanovic – transformed contouring into an inescapable trend, but also invited criticism for its often heavy-handed approach.
Make-up artists today advocate for a softer touch, favouring products like Westman Atelier’s Face Trace Contour Stick and Charlotte Tilbury’s Hollywood Contour Wand for their ability to subtly enhance the features while preserving the natural texture of the skin. This gentler aesthetic celebrates authenticity, letting imperfections shine through – a refreshing departure from the rigid beauty standards of a decade ago.
Still, softening make-up techniques alone isn’t enough to satisfy the growing appetite for “effortlessly” defined faces. This has led to a quieter revolution: contouring methods relying not on cosmetics but rather non-invasive procedures, delivering results that outlast one’s cleansing routine. Heavily influenced by skincare-centric trends from South Korea and Japan, facial sculpting has now entered the realm of hi-tech solutions.
Among these, you’ll find non-invasive, in-office treatments. Dr Samuel Hung, MBBS, deputy chief medical officer at Hong Kong-based K-beauty clinic Seoul Aesthetic, explains that these treatments “usually include the use of radio frequency, high-intensity focused ultrasound (HIFU), or more recently, triple-wavelength laser for facial slimming and lifting”, with the choice of modality based on the individual client’s condition.
Hyaluronic acid fillers, cleverly marketed as “3D contouring”, have also surged in popularity, and for good reason. Injectables like Juvéderm Voluma and Restylane Lyft – when placed with precision along the cheekbones, temples and jawline – don’t just add volume: they create structure that looks effortlessly natural instead of obviously engineered.
Dr Bryony Elder, clinical director of Ametrine Aesthetics, in the English city of Newcastle, points out that fillers barely scratch the surface of what sculpting can achieve. “In reality, true facial sculpting is a comprehensive process that involves treating multiple layers of the face to address ageing and proportion changes more holistically. The effects of ageing, volume loss and lack of contour are complex, and affect bone, fat, muscle, ligaments and skin,” she explains.
