Contour
Using a shade darker than the skin to make parts of the face seem to recede, adding shadow.
Also: contouring, sculpting
Contouring places a matte shade one or two tones darker than the skin in hollows: under the cheekbones, along the jaw, at the sides of the nose and around the hairline. Blended well, it makes those areas seem further back, shaping the face. It began in stage makeup, where strong light flattens features, and was used in film. In the 2010s it became a mainstream fashion through social media tutorials.