Thanks to Kim Kardashian, Contouring is a $29 Million Industry
Kim Kardashian, contouring advocate. (Photo: Instagram)
Contouring used to be a makeup artist trick of the trade, reserved for experts to sculpt, slim, and perfect the faces of models and clients by creating shadows and angles with darker pigments. But once Kim Kardashian started divulging her extensive contouring routine on social media, the trend took off. Brands at all price points have launched contouring powders, creams, and sticks and tutorials have reached a fever pitch (at press time there are around 420,000 contouring videos on YouTube, the top one wrangling nearly 27 million views). So perhaps it’s no surprise that women are shelling out big bucks to DIY.
A new report from the NPD Group found that the sale of contouring products has more than tripled within the first eight months of 2015, from $8.5 million in sales to over $29 million. Strobing, a complementary technique which relies on highlighters and illuminating products to brighten the face, is seeing similar growth patterns.
“Thanks in large part to celebrity influences, endorsements, and the Internet, contouring and strobing are redefining the makeup industry,” says Karen Grant, global beauty industry analyst for the NPD Group in a press release. “One doesn’t need to be a professional makeup artist to use ‘high-definition’ or ‘camera ready’ products, and after some searches on YouTube or social media anyone can potentially learn the techniques for themselves.” Prestige face makeup has grown by 15 percent, with products like contour, highlighting, and sculpting kits now ranking as the second largest category amongst face products (foundation nabbed the top spot). “The outstanding sales increase and shifts in the face makeup category indicate that many consumers are currently prioritizing makeup as the means to instant results,” says Grant. Aside from our need for instant gratification, this also further cements the concept of the transformative powers of makeup. Whether you’re feeling a little puffy or looking for a lit-from-within glow, contouring and strobing are a quick fix right at your fingertips.
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