“Why be you when you can be me? ”

That question was part of a ’9 0s social marketing campaign created by Concerned Children’s Advertisers and Health Canada. In the clip, two young girls are strolling through a “boutique” that offers products and procedures to help consumers change their appearances and personalities.

“Don’t settle for simply being yourself, ” a woman’s voice says as one of the girls is examined by a makeup artist who covers her lips with bright ruby-red pigment. “Why be you when you can be me? ”she says.

The ad campaign seems more relevant now than ever, with that topic representing precisely the type of attitude social media is perpetuating: Why be you when you can be like all the popular, beautiful people, like Kylie Jenner?

Social media influencers these days are starting to look like beauty clones. You know the lookings: a full sulk, perfectly arched eyebrows, maybe some expertly applied eyeliner, topped off with a healthy dose of highlighter and cheek contouring. With a few makeup brushes, a contour palette and some matte lip colour, you can be well on your way to looking like everybody else.

Why, though, is looking like everyone else something we aim for? There are a number of factors that play a part, including a possible desire to fit in and a tendency to mimic celebrities and influencers.

Others have written about “whats being” dubbed “Instagram makeup” and “Instagram face” before, but the trend is still going strong. HuffPost spoke to Rachel Weingarten, a beauty historian, Renee Engeln, a psychology prof and author of Beauty Sick: How the Culture Obsession With Appearance Hurts Girls and Women, and Dr. Michael Brustein, a clinical psychologist, to get some answers.

So, How Did We Get Here?

In the working day before social media, as Weingarten explained to HuffPost, our beauty habits were defined by factors like geography and ethnicity. For example, she said, if you lived in a certain part of Asia, you may have applied skin whiteners, or if you lived in France in the 1700 s, you probably powdered your wigs.

“It kind of was isolated to a moment and a place and maybe your belief and idea, ” she said, adding that around the late 1800 s and part of the 1900 s, publications were opening people’s eyes to new things.

“But the time that things actually started to affect charm was probably the ’4 0s and ’5 0s, when celebrities started to show up in magazines as beauty ideals, ” she said. “Then everybody started facsimile the celebrities.”

Thanks to the internet, Weingarten said, people no longer have to travel to see beauty trends from all over the world , nor do we need to wait for them to make their way to us. Because of that, we learn about trends that are popular in other regions of the world more quickly than we ever would have in the past, and we can participate in them.( Just should be considered Korean beauty and how quickly it explosion in the U.S. You can even buy specialty products at CVS and Walgreens .)

“The other thing that happened is people are no longer clearly defined by their ethnicity, their race, even their gender, ” Weingarten said. “So, there’s this weird conformity where it used to be if you were Asian or Caucasian, that limited your beauty. If “youve had” African-American hair, that attained you look a certain behavior. You don’t have to do that anymore.”

“What we have now is a sort of aggressive version of what the ultimate in multicultural beauty could look like, ” she added, explaining the popular makeup appears we discover on Instagram — again, it’s the sharp cat eyes, full matte lips and well-groomed foreheads — could technically work on someone with any skin tone or nationality. In that appreciation, the seem is accessible, which is perhaps why so many people online conform to it.

A post shared by Kylie (@ kyliejenner ) on Sep 18, 2017 at 8: 04 pm PDT

People Want To Fit In

And speaking of conforming, people want to fit in. One lane to do so, especially online, is to simulate yourself after social media’s most popular figures.

Celebrities, especially those like Kylie Jenner, who has cemented a massive following on her selfie-filled Instagram report, “have really come to represent charm trends, ” Engeln said.Brustein concurred , noting further that celebrities are a huge motorist of society’s charm ideals, and in attempting to fit in with these ideals, many people mimic celebrities.

Generally speaking, celebrities and Instagram frameworks are seen as “what’s considered attractive, ” Brustein said, adding that he believes people want to fit in and live up to these ideals to help induce themselves feel good.

“They’re modeling it after celebrity, and I believe, genuinely, that’s what drives it, ” he said. “’If I have this, I feel good, I feel worthy, I feel validated.’ And then they set it on their Instagram and it’s strengthened through social media as it’s passed around. It makes people feel confident.”

“Humans are social beasts by nature, and we have a powerful drive for social acceptance, ” Engeln added.

At present, it’s all about the Kardashians and what some have called “The Kardashian Effect” — i.e ., “the Kardashians’ ability to influence consumer habits.” Look at Kylie, known largely for her overly plumped sulk. So many people wanted the now-2 0-year-old’s lips for themselves that they were willing to physically harm themselves to achieve the look, even if it was temporary. Kylie’s influence over charm trends has helped her create a billion-dollar charm empire.

“At this phase,[ Kylie’s] seem has become symbolic for beauty for some reason. It is more all-inclusive, let’s say, than the blond, blue-eyed appear of the early ’7 0s or the ’5 0s. People feel that this is accessible beauty, ” Weingarten said.

Obviously filters and editing apps play a role in this trend, too. Not only are someones styling themselves like each other, but they’re likewise editing their photos using the same tools. For instance, an app like Facetune allows users to smooth their scalp and/ or make their eyes show bigger and brighter.

Then there’s the cosmetic surgery facet. While not everyone is open about possible run they’ve had done, there is a chance people are enhancing their lookings with needles and fillers. We know Snapchat and Instagram filters are inspiring individuals to pay a visit to the plastic surgeon, but one could argue that the seemingly “unfiltered” images of “flawless” people have a similar influence.

What Does It All Mean?

For Weingarten, Brustein and Engeln, the emergence of this homogenized face of beauty can be problematic.

On one hand, some people may find that conforming to a beauty criterion can help with trust and self-esteem. As Brustein explained, “fitting in is giving a sense of cohesion. They don’t want to be seen as the outsider.”

That confidence boost, though, will likely be short-lived, especially if you become increasingly preoccupied with presenting an altered version of yourself on social media.

“In the long run if you’re preoccupied with fitting in, it could lead to negative feeling or distress because your identity is tied in with fulfilling these expectations that are derived from a social standard developed by the media or by a celebrity who we imbue with power, ” Brustein said.

It should be noted that not everyone who participates in the current Instagram trends will find themselves dropping into a black hole of displeasure with their own lives. It’s all about retaining things separated and not allowing your social media self define whom you, Brustein said.

Weingarten find the trend of people appearing the same “very disturbing, ” and in her belief, it squelches “the experimentation that teenage girls used to have.”

“The pressure to look a certain style starts younger than ever. Girls don’t get to try on and fail anymore, ” she said. “One of my fondest remembrances of being younger was trying on these ludicrous makeup tendencies, but[ now] they’re only copying, there’s nothing original there anymore. It is sad.”

As Engeln set it, the fact is “we don’t all look alike.”

“We don’t all seem young and we don’t all have full lips and smooth skin, and when you see this kind of uniformity, it’s a real denial of human physical features, ” she said. “I think that’s ugly no matter what. That kind of denial suffers people. It induces them seem deleted, and for women in particular, it constructs them expend God knows how much time trying and trying to reach that looking that they may be genetically unable to reach.”

It’s also important to be noted that not everybody on Instagram or social media in general is perpetuating this homogenized beauty criterion.

“One of the good things social media does is allow people to seek out feeds that do represent more diversity. So you don’t have to have a feed where everyone’s face looks the same. You can opt out of that, ” Engeln said. “I think that’s the promise. Social media is democratizing in some ways. You’re not just letting manner publications prescribe what faces we ensure. I think that’s really great.”

Additionally, there’s no need to disgrace those who participate or find solace in conforming to the current beauty trends. There’s nothing inherently wrong with wanting to fit in, but, as Engeln explained, when we’re constantly considering images that are so far from what people look like in real life, there can be some psychological expenses.

“It’s not just[ that] you see that picture of someone else looking perfect and you feel bad, ” she said. “Even for members of the public who posted that painting — they have to been confronted with the gap between[ what’s in a] painting they made of their own face and what they see in the mirror when they wake up in the morning.”

“Most of us do not wake up flawless, ” she said.