Selfies are big business these days and beauty companies are paying attention. According to a recently published New York Times article a number of makeup companies are changing formulas in their products to look better in selfies—CoverGirl, Avon and Smashbox among them.
“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.
According to the article, these makeup companies are concentrating on making lipsticks that are more vibrant, mascaras that give lashes more volume and foundations that can make the selfie-takers skin look flawless—a particularly tricky formula to nail. Scientists at CoverGirl apparently spent two years to nail the perfect version of their new Outlast Stay Luminous Foundation—the first product the company has released that had to pass this rigorous selfie test.