Newspaper article The Evening Standard (London, England)

The Power Pout; Beauty You Can't Escape the Contouring Craze -- Now Your Lips Need to Be Lacquered to the Max Too, Says Emma McCarthy

Newspaper article The Evening Standard (London, England)

The Power Pout; Beauty You Can't Escape the Contouring Craze -- Now Your Lips Need to Be Lacquered to the Max Too, Says Emma McCarthy

Article excerpt

Byline: Emma McCarthy

THERE'S a new beauty trend sweeping Instagram. And like all good selfie sensations it involves two crucial elements: contouring and klan Kardashian. But this isn't about Kim and her killer cheekbones, it's lil sis Kylie's most coveted curves -- her lips.

The frenzy surrounding the social media star's pillowy pout has swollen to new proportions with the rise of lip contouring -- the art of masterfully using make-up to cheat your way to more voluptuous lips, without the need for fillers or, as per last year's terrifying trend, a shot glass.

Clearly, demand for Kylie-esque lips is huge. Jenner's line of liquid lipsticks and lip-liners did its level best to break the internet when they launched, with key Kylie kolours selling out in seconds and leaving empty-handed fans glued to Twitter for news of the next drop. And then there's social media megastar Huda Kattan (aka Huda Beauty), who has amassed a staggering 14.5 million Instagram follows and more than 83 million views on her YouTube channel for her pout-plumping tips.

So it's no surprise that the launch of the Dubai glamazonian's own line of Lip Contours was an instant sellout when it touched down at Cult Beauty -- and the site's founder, Alexia Inge, is expecting similar make-up-induced mania when her new Liquid Matte Lipsticks touch down today (cue hysterical screams).

2 "We are ramping up the site servers in preparation," says Inge. "When we launched the Lip Contours they not only sold out in a matter of hours, the volume of desperate customers crashed the site." But she believes the hype is entirely justified -- in fact, she plans to be first in the queue when they arrive. "Huda has totally smashed it with this range," she says. "The formula is a great compromise between moisturising and immovable. Plus the colours are designed to complement each other when layered for a contoured lip that lasts all day. I am smitten!" Of course, as with cheek contouring, the right kit is just the beginning -- the rest is down to expert application. So even if you haven't managed to get your hands on one of Kylie or Huda's gold-dust lip-enhancers, here's how to get to grips with lip contouring. …

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