PHOENIX -- Let's face it. Selfies are a thing -- a big thing -- and they're not going away anytime soon. Heck, Britain's Oxford Dictionary even declared "selfie" its 2013 word of the year.
Selfies are everywhere. There's no escaping them.
The problem is that the photos are not always the most flattering. The camera does, after all, add a few pounds.
"We just want to give people an option of taking the 10 or 15 pounds off that the camera adds," Susan Green, co-founder of Phoenix-based Pretty Smart Women, explained to 3TV's Tess Rafols.
A vacation with friends spawned the idea. Green's friends hated every picture they took and kept hitting the delete button.
"We got back from vacation and had no pictures of our friends," Green said.
And with that, SkinneePix was born.
Development company Dezapp, which is based in Tempe, came on board to handle the technical end of making SkinneePix a reality.
"Some people call it like Photoshop in two clicks, which is what we wanted to do," Green said.
SkinneePix is meant for faces, not bodies.
"We wanted that smile that the person has when they try to take a selfie because it's the visual language of the day," Green said.
Timing the release of the new app was key.
"There are going to be millions of pictures taken in the next few month with graduation and weddings and vacation time," Green said.
There's another aspect of SkinneePix that Green talks about the Pretty Smart Woman website. She's using her selfies to get healthy.
"When I took 15 pounds off [my selfie] I was astounded," she wrote in a blog post. "Not only was it a small amount of 'weight,' but I found that I felt like I looked better. And I thought to myself, 'Hey. I could lose 15 pounds and look like that, not such a big deal.'
The side-by-side photos -- 0 pounds taken off and 15 pounds taken off -- inspired her.
"What I am finding with the SkinneePix app is that it allows me to think about losing the weight in small, attainable amounts, and it allows me to see my progress, a few pounds at a time," she continues. "Not concentrating on my body, but on my smiling face. ... I will make this journey in 15-pound increments."