Kudos to Make Up For Ever’s release of the world’s first unretouched makeup advertisement! These ads have been crafted to promote the brand’s new HD line of products, which promise to be of such high quality that even a high definition camera cannot pick up any blemishes. In short, “The make-up itself is the airbrush!”

Coming from an industry that’s (in)famous for doing a technological vanishing act on the tiniest pore, spot or wrinkle, this is a huge step forward. In this campaign, the models have uneven skin tone on the arms, misplaced shadows and somewhat shiny foreheads – basically replicating how the exact effect which the makeup would create on a consumer. Make Up For Ever is also launching a website that will feature unretouched footage of the shoot, and allow users to zoom in on photos.

Yes, it is also equally true that these models are young, probably have naturally flawless skin, the makeup has been applied by an expert and the entire image is lit and photographed by professionals… however, it’s still a beginning. Here’s hoping for more honest footage from other brands as well!