SINGAPORE, Aug. 27, 2026 /PRNewswire/ -- BeautyPlus users across Asia are turning selfies, food, drinks, and everyday snapshots into gem-covered creations with the app's Bedazzled Gem Filter. The sparkling effect has gained strong organic momentum in Japan and Thailand, with interest also emerging in Taiwan region and Hong Kong SAR.
In Japan, one post on X amassed 8.1 million views, 30,000 likes, and 3,500 reposts. In Thailand, a popular post on X drew 2.6 million views, while multiple Instagram posts surpassed 1 million views. The scale of activity across both markets suggests the trend is traveling across audiences rather than staying within a single local community.
Part of BeautyPlus's broader AI filters collection, Bedazzled Gem has moved well beyond selfies as users apply it to desserts, coffee, accessories, and lifestyle shots. Its bold, decorative look also fits naturally with the Y2K, kawaii, and maximalist aesthetics already popular online, making the effect easy to recognize, recreate, and share.
BeautyPlus data shows that Bedazzled Gem usage rose 200% in both Japan and Thailand from August 21 to 23. During the same period, BeautyPlus reached No. 4 in Japan and No. 1 in Thailand in the App Store's Photo & Video category. BeautyPlus also saw ranking gains in Taiwan region and Hong Kong SAR during the same period.
App rankings reflect multiple factors, but the timing points to a notable overlap between the filter's social momentum and increased attention to BeautyPlus.
"What's been especially exciting is seeing how users have made it their own," said Vincent Lu, Product Lead at BeautyPlus. "It started as a photo effect, and now people are applying it to food, everyday moments, and whatever catches their eye. That's exactly the kind of self-expression we want BeautyPlus to enable."
The Bedazzled Gem Filter is available now in the BeautyPlus photo editing app and takes just a few taps to apply. The app also includes tools such as the AI Image Enhancer, which helps improve photo resolution, color, and contrast.
About BeautyPlus （Related： Travellers Take the Wheel as Self-drive Travel Surges 81% Worldwide ｜ Latest ）
BeautyPlus, developed by Pixocial, is a photo and video editing app and website offering beauty, AI, and creative tools that help users edit content and express themselves through visual creation.
