Perhaps one might recall the days when Kim Kardashian would sculpt her mien to the nines—carving out her cheekbones for her iconic selfies in the early days of the ‘gram. Then, she got over it, announcing the hours of ‘nontouring’, doing away with her OTT style of make-up that she had become synonymous with. The beauty landscape has changed plenty since, and we’ve since moved into an era when natural, lit-from-within skin takes priority. In 2025 however, a shift is happening again. Gone are the days when contouring was all about bold lines and high definition, but we’re not only about the Clean Girl life anymore either. Instead, the new wave is all about soft contours and enhancing one’s best features along the way.
Recent runway seasons are evidence enough. All over the runways of luxury brands like Gucci, Alaïa and Calvin Klein, the make-up may have leaned minimal, but cheekbones were defined ever so slightly—be it with cool-toned neutrals or simply experimenting with varied blush shades and under eye shading.
The Chloé boho girl, for one, bore nude lips and a skin-like finish to her countenance, but her cheekbones were softly defined to perfection. Jonathan Anderson’s triumphant debut Dior show also saw boys saunter down the runway with soft, ruddy cheeks that felt natural and playful.
No doubt, this shift is being reflected in the beauty market too. “2025’s beauty junkie has graduated from the basics of harsh lines, and is contouring with more flair than ever,” starts make-up artist Kenneth Chia.
The contour shift
This shift in contouring spans a range of methods. “Think: contouring the philtrum and cupid’s bow for fuller lips, using multiple shades of blush to contour and even the South Korean undereye look aka aegyo sal,” Chia explains further. After all, everyone’s face shapes and aesthetics are different, so the important thing to remember is that we need to contour according to what suits our face shape or look best.
The tools required
With ‘soft’ contouring, we’re trying to be more intentional about defining certain parts of our face. “So be really precise with the areas you’re contouring, and match the brush size to the area of the face you’re targeting. This will give you a much softer, more effective result,” Chia advises. “You should also always check your contour in daylight if possible. A general rule of thumb is that if it looks good in daylight, it’ll look good in most other types of light,” he adds.
Shop the look
To achieve a well-executed, softly-defined mien, your arsenal is just as crucial. Be it contour sticks, specific palette shades or even bronzer powders, Chia recommends you get creative with using what you have to suit the type of contour shade you need. “Like brow powders for example, which have the perfect range of contour shades for tricky skin tones like olives, which can be hard to find elsewhere.”
Below, a judicious shopping list for your contour considerations, including some recommendations from Chia himself.
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Chia's recommendation: Givenchy Prisme Libre Bronzer Powder, $89
“Givenchy’s new Prisme Libre Bronzer Powder is super handy with four matte shades for a summer sculpt. I always suggest a minimum of two shades to contour anyway.”
Available at Sephora.
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Chia's recommendation: Chanel Beauty Stylo Ombre Et Contour in Contour Clair, $111
“I swear by Chanel Beauty’s Stylo Ombre Et Contour (Contour Clair). It’s the perfect mix of warm and cool tones, and gives you lots of playtime to blend before it sets.”
Available at Chanel.
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Makeup by Mario Sculpt & Pop On-The-Go Contour & Blush Stick Duo, $62
You’ve got everything you need to create that perfectly lifted look. Apply along cheekbones, forehead or even the jawline, and add on the blush before you blend it all out with a brush to get the softly-sculpted look of your dreams.
Available at Sephora.
4 / 9
Too Cool For School Artclass by Rodin Shading Palette, $15
A K-beauty favourite, Too Cool For School’s shading palette has its own legion of fans. With three powder contour shades in one pact, it’s easy to layer up and play with different shades—plus it’s travel-friendly too.
Available at Shopee.
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Tom Ford Beauty Shade and Illuminate Contour Duo, $140
This creamy bad boy will give you the best of both worlds: a deeper shade to create depth and a lighter one to illuminate the centre of your face to give it more definition.
Available at Harrods.
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Charlotte Tilbury Hollywood Contour Wand, $66
With its sponge applicator, this liquid contour is easy to apply and blend on the go, with the benefit of Charlotte Tilbury’s generous pigmentation when it comes to their products.
Available at Sephora.
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Dear Dahlia Skin Silhouette Contour Duo, $40
Ideal for shading specific areas of your mien. If you’re targetting your cupid’s bow or the under eye area, this palette gives a lighter, more natural powder finish that is easy to build up with a small brush.
Available at Sephora.
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Nudestix Tinted Blur Sculpt Stick, $52
Perfectly cool-toned and blends seamlessly, the Nudestix stick has been a mainstay for contour advocates for the longest time.
Available at Sephora.
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Patrick Ta Major Headlines Double-Take Creme & Powder Blush, $62
This dual pact gives you definition with one creamy formula to layer on first, before blending and adding flair to the look with an accompanying powder shade.
Available at Sephora.
