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The latest makeup formulas aren’t just engineered to reduce fine lines, wrinkles, redness, and look good under harsh office lights – they’re also optimized to make you look your best in selfies.

Outlast Stay Luminous Foundation, CoverGirl’s latest foray into foundations, was tested with iPhone selfies in mind, promising all-day radiant and flaw-free skin (no filter required).

It’s a not-so-subtle marketing trend that CoverGirl execs are investing in. “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. Translation? This trend isn’t going anywhere any time soon and we’re gonna capitalize on it.

But there’s a lot of science involved in formulating a foundation, and the Outstay Luminous Foundation went through 43 different iterations before they landed on the perfect one. Some formulas were more matte, which wear longer but tend to look flat and dead in photographs. They also found that having a little bit of smashed mica particles added luminosity in person, but on camera, made women look a little too much like Twilight’s vampires when they’re exposed to the sun.

In sum, they worked hard to make sure the makeup looks excellent in person and, yes, in pix.

The Times notes that CoverGirl is working to selfie-fy other makeup products like lipstick and mascara so the wearer can get the most “wow” out of the perfect pout.

These are modern times we’re living in, for sure. Would you buy makeup that was optimized for selfies? Let us know in the comments section.

[Image via Shutterstock]