So much about makeup is marketing – eh, so much about life in general these days seems to be about how you market yourself, whether you realise that or not – that it’s hardly a surprise that beauty brand Dior has gotten on the Insta-bandwagon and made a foundation, Diorskin Star, that it says is created specifically for #selfies.

If you’re of the HASHTAG ME generation then this might actually be a concern. According to Cosmopolitan, Dior polled customers and found that two thirds of 25 to 44-year-olds questioned didn’t like how their makeup looked when photographed. Only one in 12 thought they were achieving #selfie success, too. 

So, how does it work? S’all to do with light reflection, apparently and something called titanium spheres. Sounds very #science. Just launched, it comes in 10 shades and’ll cost €48.

So, #willyou?