The contouring trend made famous by selfie-obsessed celebrities such as Kim Kardashian has moved into the hair color sector, according to a report published by The Age.

L’Oréal Professional has created a new hair coloring method that is based on the principles of make-up contouring and is said to be capable of emphasizing certain facial features, while playing down the less desirable quirks without the need for heavy make-up.

“The great thing about hair contouring is you never take your hair colour off so it’s at work at all times… Even when you don’t have any make-up on at all. This means you can take a break from the heavy contour powder,” Melbourne-based hair stylist Danny Puopolo told the Age.