Beauty, these days, is all about acceptance and “you do you” — who knew a tiny square on our phones would be partly responsible for that? When Instagram was launched in 2010 along with a few smartphones that allowed us to take okay photos, the app served a pretty basic purpose: it was a platform for sharing everyday human experiences.

Beauty? It was a barely formed zit waiting to pop. We had no idea exactly how beautiful things could be, and how much of it we would be able to control, both on our screens and in real life.