Overview
Highlighting technique focusing exclusively on glow and luminosity, skipping contour shadows entirely. The anti-contouring movement.
Origins
Coined by makeup artist Marc Jacobs Beauty in 2015 as a fresh, dewy alternative to heavy contouring.
Technique
Apply highlighter to high points of face (cheekbones, brow bones, cupid’s bow, nose bridge) for a “lit from within” glow.
Peak Popularity
2015-2017: Highlighter became the most coveted makeup product. Becca Champagne Pop (Jaclyn Hill collab, 2015) sold out in minutes. Fenty Beauty Killawatt (2017) created highlighter mania.
Extreme Evolution
2017-2019: “Blinding highlight” trend pushed strobing to extremes - visible from space, Instagram-optimized glow that looked garish in real life.
Market Impact
Highlighter sales surged 300%+ (2015-2018). Every brand launched highlighter palettes, liquid illuminators, and glowing primers.