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How Gigi Hadid Made The Case For Non-touring

We came, we saw, we contoured. But that’s in the past. These days, many a make up maven is surrendering her mattifying, muddy-coloured powders in favour of something much more true-to-life.

Inspired by the youthful, fresh-faced glow showcased by Gigi, Blake and Kendall, even Kim K has come out in favour of a more pared-back approach to beauty – ‘I think right now it’s more about non-touring, like real skin with less make up on it’ – revealed the star in conversation at VOGUE’s festival. So, step away from the sculpting palette (at least in the daytime), and strive for that ‘your skin… just better’ effect.

Half-way between contouring and strobing, non-touring is all about a dewy, real-skin finish, achieved with lightweight layers and a lot of careful blending – you’re going for that all-American, girl-next-door vibe, which means no tell-tale stripes or edges, and no attempting to conceal your freckles or the quirks that make you, you.


Begin with an illuminating primer – Pixi’s {Flawless Beauty Primer} is perfection – or add one squirt of {Shimmering Skin Perfector} to your day cream to create a subtle, lit-from-within look.

If you’re blemish-prone, try Jouer’s {Anti-Blemish Matte Primer}, and if you’re blessed with oily skin (it keeps you looking younger, longer!), control shine with a base that mops up excess sebum – BECCA’s {Resurfacing Primer} works wonderfully.



After prepping your canvas, apply a tinted moisturiser – it’s so much more forgiving under natural light. Remember that you’re trying to enhance, not camouflage your skin. Jouer’s {Luminising Moisture Tint} is incredible – available in a spectrum of flattering shades, it virtually melts into your skin to blur the visibility of imperfections without migrating or ‘settling’ in any fine lines.

Or, if you still crave coverage, opt for something ultra-lightweight such as Stila’s {Aqua Glow Serum Foundation} – it’s really sheer but buildable, so you can layer-up on areas that need a little extra help. Use a dampened {Beautyblender} or Sigma’s {Round Kabuki Brush} to buff and blend seamlessly.



The final step is emphasising the ‘high points’ of your face to create a subtle, sculpted look without the deeper, ‘contour’ shades which can look grubby, and a little ageing in the unforgiving light of day.

If you’re fair-skinned or cool-toned, choose a highlight with silvery, pale pink-toned particles to avoid looking ‘orange’. Use a {High Cheekbone Highlighter Brush} to dust Kevyn Aucoin’s {Celestial Powder} in ‘Starlight’ on the tops of cheekbones, under the brow bones, down the bridge of the nose and on the cupid’s bow. Otherwise, 3 Concept Eyes’ {Shimmer Stick} in ‘Pink’ grants a beautiful, pearlescent gleam.

Alternatively, if you’re warm or darker-skinned, try something gold or bronze. Laura Geller’s {Baked Gelato Swirl Illuminator} in ‘Peach Glow’ is perfect, or try BECCA’s {Shimmering Skin Perfector} in ‘Topaz’ – it’s like crushed gemstones for your complexion.

Verity Douglas

Verity Douglas

Content Editor

Cult Beauty’s Content Editor and a Cult Beauty OG, Verity loves nothing more than the marriage of language and lip balm. A quintessential Libran, she’s a self-professed magpie for luxury ‘must-haves' and always pursuing the new and the niche — from the boujee-est skin care to cutting-edge tech. Balancing an urge to stop the clock with her desire to embrace the ageing process (and set a positive example for her daughter), Verity's a retinol obsessive and will gladly share her thoughts about the time-defying gadgets, masks and treatments worth the splurge...