How the Kardashians Went from Contour to Nontour

The Kardashian empire is an ever changing brand, especially when it comes to beauty and fashion. Kourtney, Kim, and Khloe have oftentimes been the leaders of trends, and with their newest Kardashian Beauty makeup line, they’re celebrating their evolution. Fierce is the name of the sisters’ latest collection being released today, and the evident redesign of the products is reflective of the girls’ chic changes.

Head of Kardashian Beauty’s product development and innovation Annette Falso spoke with Bustle about the collection and the ways that the products reflect a new taste, down to the gold and black packaging. “These products are all based on the current trends that the Kardashian sisters are wearing,” Falso said on a Facebook live stream. While most of the changes might not surprise you, the updated take on the Kardashian contour will. “Our contour kit is really not so much contour anymore. It’s more nontouring. It’s a little bit softer than what you’re used to.”

The evolution of the Kardashian contour has taken place over recent years, and was even demonstrated on Kim’s app with a strobing tutorial. While the Kardashian sisters have certainly tried numerous different trends, the collection allows beauty lovers to recreate all of their looks.

The entire Fierce collection consists of three face kits, two “Kontour Kases,” eight shades of foundation, four shades of concealer, and nine lipstick shades - so there’s plenty to get excited for. But while you’re browsing on KBeauty for the products today, or waiting for their August release at Ulta, take a look at the Kardashian beauty evolution that we’re talking about.