Super-realistic beauty filters are here to stay.

The Bold Glamor filter, which has now been used more than 16 million times since its release last month, sculpts your cheekbones and jawline with a sharp yet subtle line. It also highlights the tip of your nose, the area under your eyebrows and the apples of your cheeks. Plus, it lifts your brows, adds shine to your lashes, and gives you thicker, longer, darker lashes. As the name suggests, it has an attractive effect.

Beauty itself is amazing. However, the most surprising thing is how it actually works. If the filter crosses the field of view when your face moves or something like waving, the filter won’t break like filters usually do.


“You guys. This is a problem. You can’t even tell it’s a filter,” lamented user @rosaura_alvrz in a review on TikTok, rubbing her face to try the filter.

Professional filter and AR creator Florencia Solari says Bold Glamor can use machine learning, and although it’s not the first time an AI filter has made waves, “the experience of these filters is so seamless and can reach such a convincing level that it’s honestly no wonder people are getting overwhelmed.”

And in fact, People are getting angry.. So how much should we care about this distorted-reality world?

First, some context. For years, augmented-reality filters on social media sites like Snap, Instagram, and TikTok have allowed users to easily edit their pictures and videos with preset features that set specific standards of beauty, such as plump lips, hollow cheeks, thin noses, and wide eyes. .

Beauty filters, in conjunction with influencer culture and algorithmic amplification, have rapidly narrowed beauty standards in favor of whiteness and thinness.

Young people love to use filters (the latest numbers I got from Meta show more than 600 million people have used at least one of its AR products), but there’s little research into the effects on our mental health, identity, and behavior.

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