"By fostering a culture of authenticity, respect and support, we can create a digital world where everyone feels empowered to be their true self," the company said.

The embattled Chinese social media app TikTok has said over the coming weeks it’s going to start blocking beauty filters due to growing research that transforming one’s face from its reality causes anxiety and issues with self-esteem, adding to the mental health crisis affecting the young.

In the coming weeks, minors will be blocked from making their eyes bigger, plumping their lips, and smoothing or changing their skin tone with filters.