The Iconic Return: 5 Things You Need To Know About The Kim Kardashian Contour Stick Relaunch

The Kim Kardashian contour stick is arguably the most famous contouring product in modern beauty history. Launched under the now-defunct KKW Beauty brand, this dual-ended crème stick revolutionized how people approached sculpting their face, making the once-intimidating technique accessible to the masses. As of December 2025, after years of pleading from fans, Kim Kardashian has officially confirmed that her makeup line—and the legendary contour sticks—are returning, ushering in a new era of ultra-sculpted glamour.

This news is a massive development for makeup enthusiasts and a powerful signal that the ultra-defined contouring trend is back on the rise for 2025. The original product was renowned for its creamy, blendable formula and perfect cool-toned shades, making it a staple in the kits of professional makeup artists and everyday consumers alike. Here is a deep dive into the iconic product, its features, and the latest information on its highly anticipated return.

Kim Kardashian: The Woman Who Defined Modern Contouring

Before diving into the product itself, it’s essential to understand the woman behind the revolution: Kim Kardashian West. Her influence on beauty trends is unparalleled, particularly in popularizing the dramatic, sculpted look that became synonymous with the mid-2010s. Her signature aesthetic, often executed by legendary makeup artist Mario Dedivanovic, brought the complex technique of contouring out of the editorial world and into everyday life.

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• Full Name: Kimberly Noel Kardashian
• Date of Birth: October 21, 1980
• Place of Birth: Los Angeles, California, U.S.
• Occupation: Media Personality, Socialite, Model, Businesswoman, Producer, Actress
• Known For: Keeping Up with the Kardashians, SKIMS (shapewear/clothing), SKKN by Kim (skincare), and the revival of the contouring beauty trend.
• Previous Beauty Brand: KKW Beauty (Discontinued in 2021)
• Upcoming Beauty Venture: Confirmed to be launching a new makeup line, potentially under the SKIMS Beauty name.

1. The Legacy of the KKW Beauty Crème Contour Stick

The original KKW Beauty Crème Contour and Highlight Kit launched in 2017 and was an immediate, record-breaking success. Its appeal wasn't just the name attached to it; it was the product's innovative format and user-friendly design. It quickly became the gold standard for cream contour products.

The Dual-Ended Revolution

What made the KKW Beauty contour stick so unique was its dual-ended design. Each stick featured two contrasting shades: a deep, cool-toned contour shade on one end and a lighter, matte highlight shade on the other. This packaging was genius, as it provided everything needed for a full contour and highlight in a single, portable product. The concept simplified the process, eliminating the need to carry multiple palettes or tools.

The Formula and Application

The formula was universally praised for its texture. It was described as ultra-creamy, buildable, and exceptionally easy to blend, making it suitable for both beginners and experts. Unlike some contour products that can look muddy or chalky, the KKW stick melted seamlessly into the skin for a natural, sculpted finish. The shades were specifically formulated to mimic natural shadows, avoiding the overly warm, bronzer-like tones that often plague contour products.

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2. Why the Contour Stick Was Discontinued (And Why It’s Coming Back)

The discontinuation of the entire KKW Beauty line in 2021 left a massive void in the beauty market, especially for fans of the contour stick. The line was shut down to allow Kim to relaunch her beauty empire with a new vision, new formulas, and a new name. This move paved the way for the launch of her minimalist skincare line, SKKN by Kim.

The Demand Never Died

Even after the brand's closure, demand for the KKW contour stick remained incredibly high. Unused or gently used sticks would sell for exorbitant prices on resale sites, cementing their status as a cult-favorite beauty relic. The product’s absence created a vacuum, with fans constantly petitioning Kim on social media for its return.

The SKIMS Beauty Relaunch Confirmation

In a major beauty news update for 2025, Kim Kardashian confirmed that her makeup line is indeed coming back, and she specifically mentioned the return of the beloved contour sticks and lip liners. While details are still emerging, the new makeup line is heavily rumored to be branded as SKIMS Beauty, aligning with her highly successful SKIMS clothing and shapewear brand.

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3. What to Expect from the New Contour Stick (SKIMS Beauty?)

The relaunch is expected to build on the success of the original while incorporating modern formulation advancements and a broader shade range. The core features that made the original a hit are almost certain to return, but with a few key updates:

• Improved Formula: Kim has hinted at a new aesthetic and updated formulations that reflect her growth and the current beauty landscape. This likely means incorporating more skincare-makeup hybrid ingredients, perhaps with anti-aging components, as she mentioned in the past.
• Expanded Shade Range: The original contour sticks came in eight shades, ranging from "Light" to "Deep Dark." The new line is expected to feature a more inclusive range to cater to all skin tones, a standard requirement for major beauty launches in 2025.
• The Dual-Ended Design: Given the iconic status of the dual-ended format, it is highly probable that this convenient, all-in-one design will be retained.
• Price Point: The original kit retailed around $48 to $52 USD, often including a blending brush. The new price is anticipated to be competitive with other high-end, celebrity-backed contour products.

4. Kim’s Contouring Technique: How to Use the Stick Like an Expert

The contour stick is designed for the classic, defined Kim K contour. To get the most sculpted look, follow the steps that Kim and Mario Dedivanovic popularized:

Step 1: Prep Your Base. Start with a foundation base that is one or two shades lighter than your natural skin tone to create a canvas for the contour to pop.

Step 2: Apply the Contour. Use the deeper, cool-toned end of the stick to draw lines where shadows naturally fall:

• Cheekbones: Draw a line in the hollows of your cheeks, starting from the top of the ear and stopping just before the corner of your mouth.
• Forehead: Apply along the hairline and temples to reduce the size of the forehead.
• Jawline: Draw a line along the underside of the jawbone for maximum definition.
• Nose: Use a smaller brush or the stick itself to draw two thin lines down the sides of the bridge of the nose.

Step 3: Apply the Highlight. Use the lighter, matte end (or a separate concealer) on the high points of the face:

• Under the eyes in an inverted triangle shape.
• On the bridge of the nose.
• On the center of the forehead and chin.

Step 4: Blend, Blend, Blend. This is the most crucial step. Use a dense contour brush or a beauty sponge to blend the product upwards and outwards. The creamy texture of the stick makes this step surprisingly effortless, ensuring a seamless, non-patchy finish.

5. Why the Contour Trend is Back for 2025

For a brief period, the beauty world shifted to "nontouring," a softer, more subtle approach. However, as of 2025, the demand for defined, sculpted skin is undeniably back. The return of the Kim Kardashian contour stick is a major factor driving this trend.

Modern contouring is about precision and quality. Consumers are seeking products that offer true sculpting—not just warmth (which is what bronzer is for). The cool, ashy undertones of the original KKW stick are what create a realistic shadow effect, making the face look naturally chiseled. The convenience of a high-quality, dual-ended cream stick is perfectly aligned with the current desire for effective, yet quick, makeup routines. The relaunch is set to dominate the 2025 beauty landscape, once again proving Kim Kardashian’s enduring influence on global beauty standards.