What is AR Face Filters?

Augmented Reality (AR) filters are computer-generated visual effects that are layered over the real world around you, on your device’s camera. Augmented Reality (AR) face filters are simply illustration effects around your face. Brands use AR filters for plenty of purposes for their marketing activities and increase engagement with their audience.

How does AR Face Filters work? 

AR face filters have the integration of smart tools with the help of face tracking algorithms. They map the position of facial features and display the visual effects of AR filters via a mobile device or web interface for users to experience it in real-time. Then users can try out a face filter, take a photo, record a video, and share with friends on social media.

AR face filters are seemed to reach out everywhere! Today, plenty of brands are integrating AR filters on social media, such as Instagram AR filters to create fun ways for them to engage with their audience to gain more visibility and increase sales. Anyone visiting a brand’s Instagram profile can click on the face icon and all the brand specialized AR filters are there!

Additionally, brands are now able to create their own branded AR filters with the technology of Web-based Augmented Reality. Their customers can experience the AR filters within a native web browser, such as on the brand’s web page. And this web site requires no app downloads and directly enables visitors to try out and engage with the brand.

There are many kinds and purposes of AR face filters that millions of people love to use. Here are some examples:

Virtual try-on

As we also mentioned virtual try-on technology in one of our blog content, AR face filters are highly popular among many fashion and cosmetics brands. Social media users enjoy AR face filters to enhance their appearances such as trying out lipstick, hair color, or sunglasses. We MakeUp, the Italian cosmetics brand, was one of the first brands using AR filters. They initiated experimenting with the Facebook AR ads with the purpose of finding new prospective customers and boost sales. Their AR filter allows users to try-on plenty of different colors of lipsticks, help them to find their perfect match, and make the purchase right away.

Social messages

Ines Longevial, a Paris-based artist creates and publishes artistic AR filters to show just how creative brands can get with custom filters. She prefers creating AR face filters with themes of social causes to take attention to the topics and show her support, such as “Save the Planet Mask”.

Fun with friends

One of the biggest causes of AR filter usage by millions is obviously having fun with friends online! Such as with Hootsuite’s Emoji Roulette, you can try it for yourself to see which emoji you are and send it to your friends to see what will they get!


Christmas is right away, and one of the most common AR face filters are the themed ones! For example, check out M&M’s Snapchat filter “turn-yourself-into-Santa” which uses Santa face effects, perfectly incorporating the product into the Christmas spirit.