In the world of beauty, trends are as fluid as the latest TikTok video. And lately, it seems like the tide is shifting. Just ask Anna Paul, the TikTok creator with 6.7 million followers, who made headlines for a very personal reason—she decided to dissolve the lip filler she’d had for nearly eight years. But this wasn’t about chasing some new and improved version of herself; it was about reclaiming her old face.
“I was looking in the mirror, and it wasn’t me looking back,” Paul explained in a TikTok video she posted in October. The response from her followers? Overwhelmingly positive. Many expressed how much they preferred her more natural look. And while Paul appreciates the support, she’s not seeking validation from anyone—especially not in a world where everyone feels entitled to offer their unsolicited opinions about your appearance.
It’s no secret that beauty standards, especially those surrounding cosmetic surgery, are constantly evolving. But in 2025, a new wave of beauty standards has emerged—one that’s driven less by an obsession with perfection and more by a desire for authenticity. And as this shift takes place, the era of the “Instagram Face” seems to be fading into the background.
The Rise and Fall of the “Instagram Face”
The “Instagram Face,” a term that came to represent a distinct, plump-lipped, contoured, and heavily enhanced aesthetic, was born from the social media age of influencers and Kardashians. Kylie Jenner’s famous pout sparked a surge of lip filler appointments, and soon, the beauty world was flooded with plump, perfectly symmetrical faces that became almost synonymous with social media success.
For years, the pursuit of this look seemed to be the pinnacle of beauty. But as with all trends, the appeal started to wear thin. What was once considered aspirational now feels like a trap. The more people pursued this ideal, the more they began to notice something uncomfortable: everyone started to look the same.
In today’s beauty world, there’s a growing awareness that cosmetic surgery isn’t always the magic solution it’s cracked up to be. The overfilled lips, the puffy cheeks, and the impossibly sculpted jawlines that were once celebrated are now often described in unflattering terms. If you’ve ever heard the phrases “duck lips” or “handsome Squidward,” you’ll understand the backlash that some of these procedures have faced. The algorithmic nature of social media only amplifies this: treatment complications, botched results, and exaggerated features get more attention than subtle, natural-looking enhancements.
“The beauty industry is shifting from a place of excess to one of subtlety,” says Renata Khelemsky, M.D., a double board-certified facial cosmetic surgeon based in New York and Florida. “There’s a shift toward more natural-looking results, and a growing resistance to extreme enhancements.”
TikTok’s Role in the New Beauty Movement
TikTok has played a central role in shaping this new beauty paradigm. The app’s algorithm thrives on engagement, and controversy—whether it’s a viral video about a cosmetic surgery complication or an influencer showcasing their new look—gets the most attention. As a result, many people are increasingly reluctant to go under the knife or needle. They’re scared of being called out, mocked, or worse, having their results labeled as “botched.”
In fact, many patients have begun to ask for their previously administered fillers to be dissolved, according to Dr. Marnie Nussbaum, a board-certified dermatologist. “Over the years, many patients have come to me asking to reverse the results of fillers they’ve had in the past,” says Dr. Nussbaum, who specializes in non-invasive aesthetic rejuvenation. “They feel as though they look older with over-volumized faces and often use the word ‘caricature’ to describe their appearance.”
The demand for more natural results has never been higher. And it’s not just about looking younger—people are craving a return to their authentic selves. The pressure to conform to one idealized beauty standard is giving way to a more personalized, individualized approach to aesthetics.
The Great Dissolving: New Beauty Standards Are Here
As we enter 2025, the era of the “Instagram Face” is officially over. And while the trend of dissolving lip filler is just one example of this shift, it signals a larger change in the beauty industry: a movement away from artificiality and toward a more natural, refined look. People no longer want to look like a copy of someone else—they want to look like a better version of themselves.
And what’s emerging in place of the overfilled, highly contoured face is something a little softer, more refined, and subtly sculpted. Think of it as the “Anti-Instagram Face.” This new aesthetic is all about balance: natural cheekbones, subtly lifted brows, and a gentle, youthful glow—not a face that’s been completely overhauled. People are embracing the idea that less is more and that small, targeted enhancements can amplify their features without erasing their individuality.
This shift is also reflected in how beauty is discussed online. Whereas once cosmetic surgery transformations were shared as a badge of honor, they’re now often met with careful scrutiny. TikTok and other platforms are filled with critiques, comparisons, and discussions about what’s “natural” and what’s “too much.” This new discourse is creating a feedback loop of beauty standards that is less focused on following the latest trend and more about finding a look that feels true to who you are.
Embracing the New Ideal
In this new landscape, beauty is less about achieving perfection and more about embracing your natural features with confidence. People are moving away from trends that demand total transformation and instead seeking ways to enhance their existing beauty. The goal is no longer to fit into a specific mold but to create a version of yourself that feels authentic.
Anna Paul’s decision to dissolve her lip filler is just one example of this shift. She’s not alone in her desire to look more like herself, and the positive reception to her video reflects the growing movement toward natural beauty. As more people opt for subtle enhancements or choose to go filler-free altogether, the beauty industry is evolving, and the aesthetic that once defined the era of social media is fading into the past.
In 2025, the new ideal isn’t about chasing perfection. It’s about embracing authenticity, celebrating individuality, and opting for beauty that feels true to you. And that, in itself, is a trend that’s here to stay.
