"The interest Foxall has had in this “secret filter”, which went “global in the first few hours” (tracked by Instagram impressions and newsletter opens), indicates a potential market for more banned filters. “We are moving into a phase of tighter communication and feedback loops,” explains Foxall. “So secret filters can be part of that. Instagram has helped spread AR but AR itself is its own thing.” Foxall plans on using the secret link to share the filter until Instagram also bans that. Then, he says, they will offer people the opportunity to use it in their studio." Laura Pitcher, Dazed Beauty 2019