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When you take a photo, there is usually one more step: choosing a filter. We’ve become so used to the process, that with every snap comes the question: ‘which filter do I choose?’ You could go ahead and choose popular and like-worthy filters like Mayfair, Valencia and X-Pro II, but a new makeup brand promises you’ll look like you’ve been filtered already with its collection of bronzers, highlighters, foundation and blush.

It’s called Jay Manuel Beauty, and it’s by that Jay Manuel from America’s Next Top Model (and Canada’s Next Top Model). 

ANTM

Mr. Jay told Forbes that at the core of the collection is the Filter Finish series. “I created a collection that simplifies the grey space so a woman’s makeup looks natural, and at the same time, retouched,” he says. “With the Filter Finish Collection, women look like a more beautiful version of themselves.”

Jay Manuel Beauty

Okay, sure, but how? Well, the products are made with crushed gemstones, diamond dust and micronized silk. Fancy. And Mr. Jay says these things refract light in a different way than traditional shimmers. “Diamond dust, along with micronized pearl, creates a soft focus glow,” he says. “So you actually don’t see the fine lines or any skin issues, truly creating a filter for your skin.” Pieces from the collection, which will essentially add the makeup equivalent of a photo filter to your face, will set you back between $42 and $50 each.

And then, of course, the brand also makes lipsticks, glosses, eye pencils and the usual suspects. Thankfully, there is no stiffening hair gel for sale.

Sears

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