Contouring – what does it do for you? As a makeup artist, I’ve never really bought into the trend as such as massively as expected. I think it’s a wonderful feature to create on the face but it caters to each individual and their face shape differently. For those that are new to the term, contouring is where the shadows meet the high points of your face. For example, from the hollows of your cheeks to the cheek bone itself. When you contour, you help slim down the face, structure your features more prominently and create definition.