Sofi Tag

Sofi Chernyak doesn’t make filters — she builds worlds. The MaquillAR Studio founder and artistic director is the type of visionary that may take a gold-packaging-encased Valdé Beauty lipstick and create from it a shimmering, oasis-inspired virtual landscape which manages to not only evoke the product’s physical appearance in an immersive way, but adds a female empowerment-focused story that may be explored and felt by anyone who comes across the Instagram filter. Founded in 2021, MaquillAR combines Chernyak’s longtime experience as a makeup artist, her bachelor’s degree in art history and studio art, and unwavering resolve to create social media filters which are “creatively good,” or in other words, don’t depend on face-altering technology to make their mark. The studio...