Facebook began integrating MSQRD’s face-swapping tech and other filters into its own products, like Facebook Live, soon after it acquired the app in 2016. Since then, the MSQRD team has been focused on building out Facebook’s AR platform, Spark AR, which allows users to create effects for Instagram.

But now that Facebook’s most popular AR effects live within Instagram and other camera-focused apps, MSQRD — which hasn’t been updated since 2016 — feels more like an afterthought than the novelty it once was. And strategically, it makes much more sense for the company to put its resources into the platform-wide Spark AR, rather than a standalone service that’s steadily declined in popularity.

The feature allows you to experiment with different colors and models as well. Using lipstick as an example, you can see how different shades look by tapping through a color selector toward the bottom of the interface. Once you’ve tried on a product, you can purchase it without leaving Instagram. It’s also possible to invite your friends to try something on through stories and direct messages. To check out the feature, you’ll need the latest version of Instagram on iOS or Android.

While it seemed inevitable Facebook would find a way to use Spark AR to sell products, the company has done fun things with the platform too. In August, the company opened up Spark AR, allowing anyone to create their own augmented reality filters.

Facebook first announced that it would allow Instagram users to create their own AR effects at its F8 developers conference this spring. But the news was overshadowed a bit by all of the other big announcements. Since then, Spark AR has been shared with select Instagram users in a closed beta. Today, it’s released to the wild as a public beta.

To find user-made filters on Instagram, you can scroll to the end of the filter tray in Stories and click the “Browse More Effects” option. When you’re ready to start on your own creation, you can download the free Spark AR Studio on Mac OS or Windows. Facebook promises creating filters is easy, thanks to drag-and-drop functionality. Sharing should be easy, too. When a creator’s followers see a new filter or effect, they can share it in their stories. Their followers can do the same thing. That could help filters go viral, and thanks to a small tag on the bottom, the original creator should get full credit.

Facebook isn’t the first to let its users create their own filters. Snapchat opened access to its Lens Studio early last year, and it later created Lens Explorer to make it easier to find user-made AR lenses. While Spark AR for Instagram is still in beta, it’s likely a change that will stick around.