Becks Collins

Instagram head Adam Mosseri took to Threads on Sunday to announce a new video editing tool, called Edits, which is scheduled for release on 13 March. The news about the forthcoming suite of editing tools followed several big policy changes by parent company Meta, to remake its platforms ahead of the inauguration of US president Donald Trump, and might have seemed like small beer in comparison.

Cameo burst onto the scene back in 2016 offering personalised video messages from stars, big and small. From heartfelt birthday wishes to hilariously specific shoutouts, Cameo turned the previously unimaginable — direct engagement with celebrities — into a click-and-pay reality. In its heyday this wasn’t just a novelty, it was revolutionary. Yet today, with TikTok reigning supreme and a downturn in profit for Cameo, one has to ask: does it still hold any appeal for the youth market?

The relationship between beauty products and beauty standards has evolved beyond simple cause and effect — it’s now mediated through social media’s distinct languages, reshaping how beauty is defined and democratised. Pinterest whispers in soft, attainable aesthetics, while TikTok broadcasts in bold, filter-heavy declarations. Each platform carries its own stylistic blueprint, turning beauty routines from mere maintenance into forms of creative expression and community building.