Liquid Cheeks

By Jo Phillips

Sculpted cheekbones, or contoured cheeks ubiquitous, thanks in large to celebrities affinity to taking airbrushed selfies. Easily the biggest trend in make-up over the past years has been the birth of contouring. Yet although we consider this a new craft, it dates back to stage performers and early film actors, an early craft adopted to bring emotions to the face. Find out more here in Liquid Cheeks.

A far more basic version, used by makeup artists and stage performers out of necessity, stage performers in Elizabethan England would apply chalk and soot to their faces so audience members could read their expressions more clearly. But then, once electric lights came along, makeup needed a little more subtly (soot was very noticeable). On top of that, Queen Victoria declared that makeup was “vulgar” and should be reserved only for actors. Hence the fact that make-up was not readily available to buy.

Contouring eventually made its way from stage to the screen where legends like German actress Marlene Dietrich started incorporating it into their film makeup. Dietrich was said to believe in accentuating the natural lines of her face with shading and sculpting.

According to sources, she always paid close attention to overhead lighting and knew the power of a perfectly cast shadow as many a supermodel would have done in the 1990s. By the 1950s, Hollywood’s glamourous features were far more subtly contoured and shaded.

Legendary makeup artist, Max Factor, was the hero of makeup for screen actors. He was influenced by stage actors’ technique but added his own spin on shading the face for film so it didn’t appear too flat.

In 1945, his makeup school released the first step-by-step tutorial on how to contour your face, breaking it down by face shape, and it is he that many credit for coining the contouring term and technique.

In the 1990s, another key figure played an important part, makeup artist, Kevyn Aucoin, was wholly responsible for the sculpted, chiselled look of many celebrities and top models, and in October 2000, he published his industry-defining cosmetics book, Face Forward.

The major modern turning point for current sculpturing trends was of course in 2012 when Kim Kardashian tweeted before and after images (pre and post) contouring, and that, as they say, ladies and gentlemen, is a brief history of why contouring products are still a must for so many

Introducing the next generation of contour: Meet KVD Beauty’s new ModCon Liquid-Gel Contour, a high-performance vegan formula that provides instant depth and lifelike dimension. Created for the makeup aficionado who wants a sculpted look, ModCon Liquid-Gel Contour serves up high-impact results with just a swipe.

Early adopters, KVD Beauty changed the contour game with their iconic Shade & Light Contour Palette that launched in 2015. Next up comes ModCon that stands for Modern Contour.

ModCon has a clear base with high-contrast pigments that work like an actual shadow. The lightweight, hydrating liquid-gel formula glides on for a smooth finish and second-skin feel. By flexibly adhering to skin, ModCon’s long-wear, transfer-resistant formula blends into the skin without moving foundation, or getting streaky, tacky or patchy.

Infused with hydrating daisy flower extract to keep skin looking fresh without magnifying texture, KVD Beauty’s ModCon Liquid-Gel Contour easily builds up and blends out for instant definition and a seamless finish.

New ModCon Liquid-Gel Contour will launch with a wide range of 8 shades designed to work with many skin tones and undertones. Take control of your contour with this versatile gel formula that gives you full control to crank the contrast up or down.

KVD Beauty ModCon Liquid-Gel Contour and and in-stores at Ulta and Sephora. If you enjoyed reading Liquid Cheeks then why not read Circling Home Alexander McQueen ss22 Here.

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