When Hailey Bieber posts on her social media pages, you best believe that we're watching... but don't get it twisted, we're just major fangirls of the model and makeup founder. Today's viral video (that is way more exciting than her rumoured pregnancy) comes to us via TikTok.
On the app, Hails shared a video of her everyday makeup routine, which, if like us you're an avid follower, you would know is not something out of the ordinary. I mean, within the past year, the beauty mogul has shared over 10 'get ready with me' compilations.
So, what makes this particular post so special? Well, alongside sharing all of her holy-grail makeup products, Hailey revealed the interesting technique she uses to achieve a flawless foundation base. Enter: underpainting.
'But what is said underpainting technique?' I hear you ask.
Well, the viral makeup trend is a contour-style application technique and it is used to sculpt the faces of our very own IT girls, Kendall Jenner and Mrs Bieber. This way of applying your base products was first introduced to the masses by the pair's makeup artist, Mary Phillips.
As shown between the 10 and 17-second mark, Hailey first applies her bronzing products to the hollows of her cheeks and around her hairline, followed by concealer under the eyes and beneath her smile lines. Then, to follow, she applies her foundation on top.
Everyone's clicking on...
A reverse take on the traditional step-by-step routine if you will.
But don't just take mine or Hailey's word for it; Taylor Frankel, co-founder of Nudestix shared with Cosmopolitan UK all there is to know when recreating such a look.
Glazed doughnut skin, here we come.
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Lia Mappoura (she/her) is the Beauty Writer at Cosmopolitan UK, with over four years of experience reporting across the brand's print, social, video and digital platforms. Lia covers everything from emerging trend analysis to viral celebrity hair and makeup moments, making her an expert at spotting the season’s next big beauty look (before it takes over social media feeds).
In 2025, she was named The Rising Media Star at the Love Perfume Awards with The Perfume Shop, recognised for her outstanding digital fragrance content and for building genuine authority within the space. She is passionate about challenging outdated beauty stereotypes, championing inclusive representation in beauty, and educating readers on the trends, products and conversations shaping the industry today. Follow her on Instagram or find her on LinkedIn.
