Of the digital aesthetic, there’s been creator buy-in, and brand buy-in as well. “Sometimes I create filters by myself for myself, then sometimes a brand will reach out to me to make a filter for a specific campaign or product,” explains Ines of the business side of Meta. Many makeup brands have successfully implemented AR technologies into their selling models. “We’re seeing that the big brands we’ve worked with — Nars, M.A.C., Maybelline — are basically implementing AR try-ons on their shopping and advertising experiences,” Brooke explains. “It’s still in the realm of trying makeup on through AR filters, but I think it will evolve over time.”