Goodbye to the “Instagram Face”: the rise of real, unfiltered beauty
The Representation of Beauty in advertising and marketing has undergone a drastic transformation over recent decades, shifting from the maximalist aesthetics of the 1980s to the homogeneous “Instagram face.”
A new visual analysis by Getty Images, based on their VisualGPS research platform, identifies the key drivers behind this shift and how beauty brands can engage more authentically with their consumers.
Historical Evolution of Beauty.
According to the study, as visual content consumption grows, the portrayal of beauty not only shapes personal identity but also directly influences purchasing decisions.
The 1980s aesthetic was characterized by exaggeration: heavy makeup, voluminous hairstyles, and bold styles for both women and men, with trends like mullets and visible male makeup.
In the 1990s, that energy gave way to a more androgynous and minimalist image inspired by heroin chic, the rise of hip hop, and grunge culture—featuring pale skin, angular features, and deliberately messy styles.
The 2000s saw pop culture and celebrities set beauty ideals based on tanned skin, ultra-straight hair, and thin eyebrows for women, while icons like Brad Pitt and boy bands defined masculine aesthetics.
The 2010s marked the peak of contouring, popularized by figures such as Kim Kardashian, alongside the “no makeup makeup look,” which boosted skincare and a more natural yet “effortless glamorous” style.
In recent years, the “Instagram face” dominated with flawless skin, full lips, and sculpted cheekbones—a globalized aesthetic shaped by filters, tutorials, and aesthetic medicine, resulting in homogenized and replicable faces.
Emerging New Trends.
The analysis now identifies signs of change: the “sunken face”—characterized by hollowed features and faded eyebrows that reduce volume and expressiveness—is beginning to replace the perfect, taut “snatched face.”
Trends such as “ghost lashes,” which showcase faces with makeup but no mascara, are gaining traction on runways like Cannes, suggesting that skin will take center stage amid economic adjustments.
Samuel Malavé, Creative Researcher at Getty Images Latin America, views this context as an opportunity for beauty brands to reconnect with their audiences through a more authentic and real visual language.
VisualGPS revealed that seven out of ten Latin Americans, regardless of age, prefer to buy from brands whose ads reflect lives similar to their own.
Additionally, three out of four feel more attracted to products shown without retouching or editing.
Challenges in Visual Representation.
However, visual stereotypes continue to limit emotional connection between brands and consumers.
For instance, aging representation remains narrow: 80% of images show only people over 60, excluding key life stages such as puberty, early graying, or subtle maturity.
Moreover, older women are almost exclusively portrayed as slim, glamorous, with perfectly straight gray hair and smooth skin, while older men are barely represented.
The presence of teenage males in beauty visual narratives is also scarce: only 6% of popular images and videos include them, despite trends like “mewing”—which promotes defined jaws—gaining popularity among Gen Z males.
Malavé points out that this lack of visibility could hinder brands from establishing authentic emotional connections with these younger audiences.
He concludes:
“In a saturated market, the ability to connect visually is a competitive advantage. The new consumer does not want to see generalized beauty. They want to see beauty that looks and feels personal and specific. Brands leading the conversation understand that visual aesthetics not only shape identity but also drive loyalty. Investing in real images and videos is more than a creative choice: it’s a brand strategy.”
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