Augmented Reality (AR) has found practical applications on popular visual social media platforms where users can apply beauty filters to enhance their appearance. This study aims to provide a deeper understanding of the motivations behind the use of beauty filters by young women in the Tunisian context, where presence on social networks follows global trends. Based on theories of uses and gratifications and self-presentation, we conducted a qualitative study using a triangulation of online observation, semi-structured interviews, and projective techniques. Results reveal nine motivations: Enhancing facial features, enhancing photo’s quality, convenience, purchase decision, self-confidence, social influence, attention seeking, entertainment, pass time and curiosity.