In the 1500-1600, contouring started with stage actors. In Elizabethan England, stage actors would apply chalk and soot to their faces to help audience members read their facial expressions.
In the late 1800s, when electrictry was invented and lights were widely use, soot was no longer an option. Instead of soot, actors would use greasepaint to help audience members decipher their emotions. In 1800s-1900s, Queen Victoria deemed makeup as vulgar, only stage actors and prostitutes wore makeup. Makeup could only be purchased in costume stores.
In the 1920s-1930s, contouring could be seen in the film world. German actress, Marlene Dietrich would contour her face for her films. She would accentuate the natural lines of her face with shading and sculpting (sound familiar?).
In 1934, makeup artist, Max Factor, was famous for applying makeup for stage actors. He added shading to the face so that it wouldn't appear flat on film. In 1945, he release the first tutorial on how to contour the face, for different face shapes.
In 1944, Ben Nye, a famous makeup artist, did the makeup for characters in Gone with the Wind (film) and Planet of the Apes (1968 film). He then created his own makeup line, which is still widely popular today.
In the 1950s, a time of Old Hollywood glamour, features were subtly contoured and shaded. Actresses like Audrey Hepburn, Marilyn Monroe, and Elizabeth Taylor.
In the 1990s, makeup artist, Kevyn Aucoin, made the sculpted, chiseled look on Gwyneth Paltrow, Cindy Crawford, and Janet Jackson.
In 2012, Kim Kardashian posted an unblended picture of her makeup (also known as a Selfie).