Makeup Companies Are Creating Selfie-Tested Products

It’s no secret that to get the perfect selfie, there are a number of factors to take into consideration: The lighting, what angle you’re holding the camera at, how you apply your makeup, etc. But in the case of the latter, sometimes it’s less about dabbing on a bit of concealer and blotting shine and more about the actual formula of the product. We’ve personally experienced times when foundation or powder translated into a chalky nightmare or even showed up much streakier than we thought after careful application in the bathroom. It’s a problem when we’re trying to get that perfect ’gram shot, but thanks to the genius research of a few makeup companies, we may no longer have to worry.

“We’ve got one type of consumer who is constantly taking pictures, and what really matters to her and her social group is how she looks in a selfie,” Sarah Vickery, Covergirl’s principal scientist, told The New York Times. “It’s something we really have to pay attention to.” 

In July, Covergirl released its Outlast Stay Luminous Foundation ($13), which was actually tested using an iPhone 5 and 6. The process thereafter included two years of testing 48 different versions of the product until the perfect formula was settled on. How’s that for a selfie-approved foundation?

Smashbox is also following suit by researching a foundation and bronzer it hopes will translate well in every light—and it means business too. In April the brand conducted a study where it took pictures in a 20-by-20-foot blacked-out space it referred to as a Flashbox to see how the makeup would appear in selfies.

Lisa Lamberty, vice president for global and regional color cosmetics for Avon, also recognizes the value of developing selfie-perfect makeup, like its Ultra Color Bold Lipstick ($10). Lamberty says Avon uses a “dispersing aid’ in its lipsticks to really pack in the color without being drying, like some formulas tend to be. Chalky, dried lips in your next snap? We’ll pass!

Do you use a no-fail selfie product you’re in love with? Share your favorites with us in the comments below!