# Contouring Expanded The practice once strictly kept to cosmetics is expanding in use. By [Armida Ascano](https://www.trendhunter.com/Armida), Chief Insights Officer | Published Oct 25, 2019 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/contouring-expanded ## Key Figures - Trend score: 3.6/10 - Evidence articles: 5 ## What is the Contouring Expanded trend? **Contouring Expanded:** The practice of cosmetic contouring refers to the use of varying shades of makeup to shape facial features by mimicking shadows and highlights. Though its origins are onstage -- a technique used for decades everywhere from Broadway to the drag community -- it entered the mainstream consciousness by way of social media. It is now expanding beyond cosmetics as consumers have grown accustomed to this level of control in one aspect of their appearance, and want the same in others. ## The consumer insight behind the Contouring Expanded trend Though consumers enjoy the control cosmetic contouring grants them, they are less enthused by the effort and skill it requires to properly execute. This points to a conflict between the consumer desire to look conventionally attractive, and the desire to be authentic and "effortless." This points to a specific type of consumer who is holistically image-conscious; invested in enhancing their visual appearance, while also maintaining a non-illusory personal brand throughout the process. ## At a Glance - Evidence: 5 featured examples - Articles from: Jun 16, 2018 to Aug 21, 2019 - Published: Oct 25, 2019 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness) ## Audience - Gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Contouring Expanded trend ### Expansion of Non-Cosmetic Contouring Consumers have grown accustomed to cosmetic contouring and now want the same level of control in shaping other aspects of their appearance. ### At-Home Alternative Therapy Consumer interest in ancient alternative therapies, like cupping, has led to an increase in demand for at-home kits. ### Multi-Step Beauty Systems The trend towards multi-step beauty systems has led to innovative packaging designs that combine several products in one. ## What the Contouring Expanded trend means for industry ### For Beauty Care The beauty care industry has been influenced by the trend towards cosmetic and non-cosmetic contouring, as well as the increased demand for at-home alternative therapies. ### For Fashion Body shaping and contouring products have become a fashion staple, with celebrity entrepreneurs launching their own lines catered to all sizes. ### For Consumer Goods Innovative packaging designs that combine several products in one have emerged as a result of the trend towards multi-step beauty systems. ## Workshop question How could you grant consumers a sense of control, while still allowing them to appear authentic and effortless? ## Trend signals for Contouring Expanded Trend score 3.6 out of 10, from popularity 52%, activity 48%, freshness 9%. - Popularity: 52% - Activity: 48% - Freshness: 9% ## Examples of the Contouring Expanded trend 5 featured examples from Jun 16, 2018 to Aug 21, 2019. - [Celebrity Body Shapewear](https://www.trendhunter.com/trends/kimono-shapewear): Kim Kardashian Launched Kimono Shapewear for All Sizes (Category: Fashion) Implication: Creating innovative and inclusive undergarments that enhance customer comfort and confidence while also promoting body positivity. - [Hair Contouring Kits](https://www.trendhunter.com/trends/hair-contouring): Amika's Strobe Contour Kit Adds Dimension to Hair with Highlights & Shadows (Category: Fashion) Implication: Hair contouring products like Amika's Strobe Contour Kit are transforming the beauty industry by offering a new way to enhance hair features. - [At-Home Cupping Kits](https://www.trendhunter.com/trends/cupping-at-home): Cheeky Physique's Body Contouring Kit Assists with Cupping at Home (Category: Fashion) Implication: Massage clinics and wellness centers can expand their services by offering at-home cupping kits or incorporating alternative therapies. - [Three-Phase Neck Treatments](https://www.trendhunter.com/trends/neck-treatment): BeautyBio's 'The Lift' Contains Three Vials in a Single Package (Category: Fashion) Implication: Beauty and skincare companies have opportunities to develop multi-step neck treatments that combat premature aging from consistent blue light exposure. - [Body Contouring Creams](https://www.trendhunter.com/trends/body-fit): Clarins' Body Fit Fights the Appearance of Cellulite (Category: Fashion) Implication: Innovative beauty and skincare companies can leverage technology and science to develop advanced body contouring products that cater to specific concerns and deliver real, lasting… ## Recent trend clusters - [Scaled Restraint](https://www.trendhunter.com/protrends/small-luxury-watches) (Fashion) - [Sneaker Theater](https://www.trendhunter.com/protrends/sneaker-theater) (Fashion) - [Ritual Systems](https://www.trendhunter.com/protrends/ritual-systems) (Fashion) - [Athletic Styling](https://www.trendhunter.com/protrends/athletic-styling) (Fashion) ## Trending in Fashion - [Paisley-Shelled Collector Sneakers](https://www.trendhunter.com/trends/paisley-shelled-collector-sneakers) - [Fruit-Inspired Digital Watches](https://www.trendhunter.com/trends/themed-wristwatches) - [Deluxe Beauty Advent Calendars](https://www.trendhunter.com/trends/classic-and-prestige) - [Modular Winter Wardrobes](https://www.trendhunter.com/trends/moose-knuckles-fallwinter-2026) All articles: [Fashion](https://www.trendhunter.com/fashion)