Snapchat beauty filters are the ‘Rickroll’ of 2016. Omnipresent, inescapable and hiding in plain sight – even for Snapchat-shunners. It’s near-impossible to peruse Facebook, scroll through Instagram or swipe across Tinder without clocking a fake ‘fairy’ or ‘flower crown’.

In a digital landscape where Living Your Best Life is king, where our online presence consists only of carefully curated snapshots – never the bigger picture – it’s not hard to see why we’re all posting them (I’ve been guilty on more than one occasion, and on more than one social media platform).