The latest trend of ‘clown contouring’, in which the face is defined by painting bright shapes on the face before being blended away, seems to have taken off in the beauty industry after beauty blogger BellaDeLune, real name real name is Esther Isabel Amado Romo, uploaded a video on to her YouTube channel.
It is another example of how social media is turning into a go-to platform in the beauty world after Nikkie Tutorials posted #ThePowerOfMakeUp video earlier in the month, showing how cosmetics can be fun and the impact they can have.
BellaDeLune says her video, ‘Clown Color Correct Highlight & Contour’, was also posted to show the fun side of make-up as well as how to give tips on how to contour effectively.
The process sees the blogger set out triangular panels with 'teardrops' under the eyes, before adding a bold circle of bright pink blush and crudely over exaggerating the lip area.
"Even though you don't need this amount of make-up or any make-up at all to look beautiful, let's face it, make-up is fun and it's a way of expressing yourself," says BellaDeLune in her video.
"I cannot tell you how many times I've been called a clown and been called many other names and been hated on because of the way that I use this art form."
In the video, the make-up guru shows how an extreme-looking theatrical clown base of make-up could be blended into a subtly contoured look.
The trend has since taken off after the video went viral and Instagram users have been taking to that platform to test it out and show off the results, some serious and some not.
It is another example of how social media and interaction between people can be such a strong tool, particularly in this industry.