People who sell beauty are only too happy to tell women that they'll look bad on Instagram without their products.

Apparently, foundation, the makeup form, is making a big comeback. Why? The ubiquity of social media, the New York Times reports.

"Now that everyone seems to be an amateur photographer, posting unretouched photos to social media willy-nilly," we read, "some women are taking pre-emptive measures to ensure their complexions look smooth on the Internet."

HD cameras also appear to have played a role in the resurgence of the "very done" look. A company called Make Up for Ever even has an "HD" line of makeups. "I created it for makeup artists to use professionally, but now everyone has cameras," its creator tells the Times. She continues: "It's not only young girls, but also old ladies like me who want to look good in these social photos. It's really the Internet and how everyone participates by sharing video and images."

I can just see the days when people chide each other for having standard-definition faces.

Could this be a fake trend story? Perhaps, but it's the kind of fake trend story that the makeup industry is happy to help market into a real trend. Just look at the support that the story's thesis gets from Revlon's Chief Marketing Officer, Julia Goldin.