Now All Your Makeup Has To Pass The “Selfie Test”

Makeup — it’s what you put on your face, or not. It’s what makes you look better (you’re beautiful) or just fine (you’re a person) or what transforms you from a regular-looking girl to the silica-skinned selfie queen that you are today. If you’ve been wearing normal makeup and wondering why the front facing camera on your iPhone is conspiring against you, rest easy — more and more companies are now  testing makeup to make sure that it reads well in selfies.

According to a report from the New York Times, companies like Cover Girl have always tested their products in a variety of lighting, but now they’re starting to see how their stuff holds up in selfies. The light of a phone camera is different than regular flash photography, and makeup brands are taking this into consideration. If your foundation looks like garbage on Snapchat and that’s your primary method of communication, why the hell would you keep using it?

The youth, as you know, are powerful cultural influencers. Instagram contains multitudes and if you want to figure out what’s good, follow the right people. Besides, it moves product like none other.

 On the strength of an Instagram post by Dose of Colors featuring its Black Rose liquid matte lipstick, the funky beauty store chain Ricky’s NYC “sold every last piece in a matter of days,” said Richard Parrott, the president of Ricky’s. He scours Instagram daily, looking for new brands to stock. Last month, Ricky’s opened Hashtag (it uses just the symbol) in SoHo, which exclusively sells the company’s Instagram beauty discoveries.

Remove your pearls from your iron clutch and unwrinkle your nose — this is not the beginning of the end or a harbinger of a time in the near future where we will all be vanity-driven monsters walking into walls and each other because we’re tucking our chins and looking up into the unblinking eye of our front-facing cameras. This is just life. Marketing. Business. And, if you love a selfie and want to make sure you look as fire as possible, then rejoice. Big Makeup’s got your back.

[The New York Times]