ENTREPRENEURSHIP
When Is An Image A Harmful Lie? Beauty Brands Weigh In On The Great Debate Over Social Media Filters
Huda Beauty founder Huda Kattan has committed to not using filters on her Instagram account and agreed to an advertising rule enacted in the United Kingdom that prohibits misleading filters. The advertising rule follows model and makeup artist Sasha Pallari's #filterdrop campaign calling on brands and influencers to disclose
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Rachel Brown·April 4, 2021·1 min read
The 30-second read
Huda Beauty founder Huda Kattan has committed to not using filters on her Instagram account and agreed to an advertising rule enacted in the United Kingdom that prohibits misleading filters. The advertising rule follows model and makeup artist Sasha Pallari’s #filterdrop campaign calling on brands and influencers to disclose filters.
As the pervasiveness of social media filters and an interest in regulating them increases, we decided to check in with 22 beauty brand founders and executives to get their thoughts. We asked them: How do you approach filters? What do you think about the conversation around the ethics of filters, and how the beauty industry should proceed with them?
The players
2 mentionedBrand
Huda Beauty
Recognition
Launchmetrics' List of Buzziest Beauty Brands for 2025Beauty Independent 2025 Beacon Awards nominee for excellence in social media
Brand
AS Beauty
Founded2019
HQNew York, New York, United States
Revenue Range$150M+
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