Women’s experiences and attitudes toward the use of filters and beauty apps

This article explores women’s experiences and attitudes toward filters and beauty apps. Interviews were undertaken with 21 women aged 23 to 45 years who use Instagram and thematic analysis was undertaken. Findings revealed that use of filters (that modify the color, contrast, brightness, and saturation of a photo) appeared to be more acceptable than augmented reality (AR) filters and beauty apps, reflected in their more regular use and the limited criticisms they received. Views of beauty apps were more complicated and appeared to be shaped by the visibility and surveillance women are under on Instagram and views about authenticity. Several reasons for not using beauty apps were given and included: because they are too complicated and time-consuming, because it is obvious that your face had been altered, and because women wanted to look like their unedited selves and did not want to display unrealistic beauty standards.