But one of the reality star's sisters has just made a shocking confession about the world-famous beauty trend - and to be honest - we never, ever saw it coming!
On a recent episode of Keeping up with The Kardashians, mum-of-three Kourtney revealed to younger sis Kim that she loathes the contour and often tells make-up artist Joyce Bonnelli to eschew the step from her prettifying regime altogether.
The revelation came about as Kourt and Kimmy were chatting about their glamming up regime which prompted Kourtney to come out with this corker: "Aren't you supposed to look pretty and not like a clown?"
Eesh - don't hold back!
A slightly offended Kim gave a little giggle but that didn't stop Kourt from going in again.
"I cannot stand crazy contour, the highlight, the highlighted cheek, [and] the lashes," she admitted to her pregnant sister who has since given birth to a healthy baby boy named Saint.
When Kourtney isn't preparing for a red carpet appearance, she likes to keep her look totally au naturale and often takes to Instagram to share stunning no make-up selfies with her millions of followers and fans.
And while no-one can predict the future of the contour Kourt might just have a point about embracing the pared back look every once in a while. Put down your brushes, people!
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