Dubai-based entrepreneur creates the first augmented reality Instagram filters in region
Sophie Katirai, Dubai-based influencer, makeup artist and founder of jewellery site Sophie’s Closet has launched a series of augmented reality (AR) Instagram filters. The filters, which are the first of their kind in the region, have gone viral with over 1 billion impressions and attracted celebrities like Kylie Jenner, Bella Hadid, Winnie Harlow and Dua Lipa.
Katirai, who has a Bachelor’s degree in Graphic Design, posted the first of her filters back in January entitled Stormi Butterfly after being inspired by the launch of the Kylie Cosmetics Stormi Collection. After posting the filter on her stories and leaving a comment for the beauty mogul and her makeup artist Ariel Tejada to see, Katirai’s rise to stardom quickly followed suit.
As the world was battling a global health crisis Katirai used this time to combine her love of makeup, art and design to create a total of 35 filters. It was Katirai’s aim to give some relief to people during their time of isolation that were struggling with boredom and a lack the motivation to put on makeup. Her filters are designed to be mood lifters and provide entertainment to those who needed it most.
Butterfly Pretty, one of Katirai’s newer releases, has become another firm favourite amongst A-listers. The filter that consists of three butterflies with mismatched blue and green eyes, is another filter trending on Instagram. After selling the rights of the Stormi Butterfly filter to Kylie Jenner, Katirai has also revealed plans to work with Kylie’s team on more filters in the future. Katirai is continuing to develop more filters for other brands and influencers and is available for collaborations.