Light-reflecting. Acne-fighting. Energizing. Face powder, long associated with grandmothers and a dusty, chalky look, has been remade. Some companies say the product is not only a cosmetic, but also a face treatment, and are loading it with SPF, antioxidants and vitamins.

Neutrogena adds the term “SkinClearing” to its Mineral Powder ($12). Chanel Poudre Universelle Libre ($52) contains photo-reflective pigments, which the company says diminishes imperfections, discolorations and fine lines. La Prairie Cellular Treatment Foundation Powder Finish ($85) contains plant extracts like green tea, camomile and licorice (there’s also a loose version for $5 more).

Those wanting to stage the perfect “selfie” might want Cargo blu_ray Pressed Powder ($32), which purports to be the first specifically designed for high-definition filming, giving an airbrushed look.

Jeanine Recckio, of Mirror Mirror Imagination Group, which forecasts beauty trends, praised modern powders’ “velvet type” texture. She said the reason for the focus on photo enhancers is the public’s obsession with Facebook, blogs and picture taking. “Girls want to look beautiful,” she said. “Many get mad at their friends who post a less than perfect picture of them.” Her research-and-development labs in Italy are creating a Photoshop-type powder that will provide an instant “blur” and flawlessness to one’s skin.