Inside Cedar Lake, a landmark building located in the West Chelsea Historic District, a stage for a TV commercial shoot was set with a large white background and theatrical lighting system. From behind the depths of the theater, Make Up For Ever product educators emerged to greet an audience of beauty influencers and revealed what they are calling the next era of makeup innovation and technology: Ultra HD Foundation.

The first foundation designed for the demands of 4K technology, the product was inspired by the selfie generation and is designed to act like an instant Instagram filter for the face.

“By 2016 all of your mobile devices are going to have 4K technology, which means you will be able to see all the flaws on the skin magnified at 25 times,” said Make Up For Ever General Manager, Laure de Metz. “Ultra HD provides a natural coverage and looks completely invisible on camera and in-person.”

The foundation was applied on a model as guests looked on via large video monitors displaying the action in real-time using a 4K resolution camera. As the product blurred away her imperfections, a makeup artist explained that a blend of amino acid-coated pigments, hyaluronic spheres and sericite work together to create the appearance of flawless skin with seamless, silky coverage at any resolution.

Ultra HD offers nearly double the original HD Foundation’s shade range. The liquid will be available in 40 shades this July, and the stick formula will launch with 15 shades in September at Sephora,, and Make Up For Ever Boutiques.

The new foundation is not the only exciting news from the brand this summer. Beginning July 16, Make Up For Ever will be launching its first brand campaign, “Be Bold. Be Unexpected. Be You.” with transgender fashion model Andreja Pejić and actress/fashion blogger Jamie Chung modeling looks created by celebrity makeup artist Mélanie Inglessis.

“My pairing with Make Up For Ever is a match made in heaven,” said Andreja, who is the first transgender model to represent a major cosmetics company. “It’s a dream to have a cosmetics contract as my first major campaign as a female model, and that it is with Make Up For Ever, a brand that stands for helping people feel confident in expressing themselves, is beyond words.”

The campaign includes in-store activations and events at Sephora, and a transformation-themed social media challenge. Campaign imagery will be promoted throughout all North America Sephora units and Sephora’s inside JC Penney stores through the end of August. Additionally, limited edition eye shadow palettes curated by Andreja and Jamie will be available while supplies last on for $48 starting July 19.