The quality of selfie filters has dramatically increased in recent years, yet technology leaders believe there is still significant potential for further development.

The beauty industry has also undergone substantial shifts recently, with emerging direct-to-consumer brands and those promoted by social media influencers gaining considerable traction. While some established companies have experienced significant revenue declines, others have successfully adapted by embracing new technologies and sales strategies.

In 2018, L’Oréal strategically acquired Modiface, a company specializing in augmented reality filters. By 2020, they introduced a collection of “virtual makeup” selfie filters known as “Signature Face,” showcasing the company’s eye makeup, lipsticks, and hair care products.

These filters are widely compatible, functioning with Instagram, Snapchat, Snap Camera, and Google Duo. The inclusion of Snap Camera support allows the filters to be utilized across various video conferencing platforms, such as Houseparty and Zoom; L’Oréal is promoting these filters as a means to enhance one’s appearance during video conversations. Further information regarding filter compatibility can be found on their website.

The filters themselves don't represent a major leap beyond existing makeup-focused selfie filters commonly found on Snapchat, but it’s noteworthy to see a major corporation investing so heavily in this concept and presenting the idea of using selfie filters during video calls as a practical application. Whether the technology or consumer behavior will fully support this trend remains to be seen, but it is a distinct possibility, particularly as social media platforms increasingly integrate commerce features.