It's the 4 hour long, seemingly endless process where more matte foundation is more, neon highlighter is a given and if you're not wearing a winged sunset smokey eye you're no one.
AKA the reason why your regular 14-year-old girl is rocking pansticked eyebrows (she painted them back in after, obvs) and contour so strong you can see it all the way from the Topshop petite section.
But when you find yourself watching a video of someone applying foundation using an actual testicle, it's safe to say the situation has got a little out of hand.
Enter the 'Instagram face' rebel alliance. With our feeds being drowning in out of control OTT beauty trends, the need to regress back to the fresh-faced look of old is strong.
And we're not the only ones putting the contour kits down.
Yup, Kim K's go-to make-up artist and CEO of her own line of cosmetics, Joyce Bonelli is officially over 'Instagram face'.
Yes, she might have helped facilitate the Insta face revolution in the first place by almost singlehandedly bringing contouring to the masses via the Kardashians, but now she's as done with it as Miley is with the drug habit.
Talking to The Cut, Bonelli revealed:
I'm in all these group chats where we share things, sometimes from Instagram. Kourtney actually sent this one meme or short video of a girl using her boyfriend's ball sac as a Beauty Blender. I was like, What is going on? But that's exactly how I feel about this whole Instagram make-up. [That] video was brilliant, it shows you what BS Instagram make-up is. Kourtney said she would try it. [Laughs]
Now, that we would like to see.
Sounds like she's not exactly a fan to us. But maybe there's something Bonelli likes about the Instagram make-up she helped pioneer?
Instagram is really amazing. I find a lot of amazing artists that I've never heard of before through it. There's this one girl, she has a full-on face-painting situation where she paints a face on the side of her face and somehow you get the illusion of seeing three eyeballs.As far as Instagrammers who just do a full face of make-up, I'm just bored with that. It is not something I'm personally obsessed with. It's always the same thing and it's a shit ton of make-up. I'll see them and be like, What is going on? You need to chisel this make-up off their face.
It's not all bad though , right?
I don't like an eyebrow that looks like it's drawn on your head. It's an epidemic. I'm all about what you really look like. People are so obsessed with the filters and Photoshop. But I'm doing make-up that's being seen in all different elements. It just doesn't translate.
Ah, maybe not. Here's to the end of the epidemic - we're with you Joyce!