I believe it's an app, where you randomly get a notification and mist poat within then and 2 minutes. It takes a pic of both the front and back cameras on your phone. The idea is that you can't make yourself look good, like with Snapchat filters, or even Instagram where you can find a nice angle or whatever.
It feels like it has a similar stance to what BeMe had but is somewhat successful. Less about you attempting to look perfect and more about every day life. The BeMe idea was to set your camera to record, hold it to your chest to record what ever you were looking at, and before you knew it the video was uploaded to the servers.