What happens when lines blur between real and virtual beauty through filters?

Manuel Borrero, a top AR artist, saw his Grinch filter on Instagram go viral. He described his work as an art form, where the human face is his virtual canvas

"I don't try to go over the top because I don't want to change so much," he told ABC News. "When you start loving something that you're not, then it goes wrong. It's so easy to grab color and makeup and put on your face, you know, and you can correct [it]."

Even with his more quirky creations, like one called "Patricia" that gives users an adorable bob with retro shades and hoop earrings, his line of work also comes with pressure to meet a certain demand for more conventionally natural enhancements.