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Misk always knew she wanted to be a pharmacist, following in the footsteps of her father. Pursuing her PharmD was a childhood dream, and it remains a significant part of her identity. Yet, alongside the rigorous demands of pharmacy school, another passion quietly simmered—one that would take her down an entirely unexpected path into the world of social media and digital creativity. Today, Misk is not just a PharmD student; she is the creator behind Ursnapfilters, a viral sensation in the world of custom Instagram filters.
Her journey to becoming a digital creator began as a balancing act. While Misk Al Qaderi poured herself into her studies, she found that the creative outlet of designing social media filters provided a much-needed escape from the stresses of academic life. “Creating filters was a way for me to balance my academic pursuits and my creative passions,” Misk recalls. What started as a hobby soon grew into something much bigger, with her custom filters being used by millions worldwide.
The Birth of Ursnapfilters
When she first began, Misk Al Qaderi was designing filters for Snapchat. These early creations were personalized, and the name “Ursnapfilters” was born from that idea—filters made just for you. As her Snapchat filters grew in popularity, people began requesting similar filters for Instagram. Despite her move to Instagram (and eventually TikTok), Misk kept the name. It had become synonymous with her brand, representing the personal touch she infused into each of her designs.
Today, Ursnapfilters has expanded into a multi-platform brand, creating not only Instagram filters but also TikTok filters and interactive experiences. Misk’s filters are known for being natural, playful, and customizable, allowing users to enhance their beauty without dramatically altering their appearance. “People loved feeling confident in my filters without feeling like they were hiding behind something that changed how they looked,” she explains. This approach resonated deeply with her audience, and soon, her filters became more than just a tool for fun—they became a way for people to celebrate themselves.
Enhancing, Not Changing
Misk’s commitment to enhancing rather than changing appearances has been key to her success. In a digital landscape where filters often distort reality, her natural approach stood out. Her filters might add a fun element like butterflies or a crown, but they never mask the user’s features. “Creating natural filters empowers users to show themselves while adding a subtle touch of creativity, enhancement, or fun,” she says.
Her philosophy extends beyond aesthetics. One of the most unique aspects of her work is how she incorporates personalization into the filters. Many people approach Misk to create custom filters as gifts for weddings, birthdays, and other special occasions. This has added an emotional layer to her creations. “It’s a very unique concept to gift someone their own custom filter,” Misk notes. Her filters have become a way for people to celebrate important moments and memories, making them meaningful in a way that transcends traditional social media use.
480 Million Impressions and Counting
Since launching Ursnapfilters in 2021, Misk Al Qaderi has achieved a staggering 480 million impressions on Instagram alone. One of her proudest achievements came from a filter she created for EXPO 2020 Dubai. Although she couldn’t attend the event herself, Misk wanted her presence to be felt through her work. The filter, which she describes as “a gift to the public,” gained over 1.3 million impressions and was used by several high-profile figures, including celebrities like Hicham Haddad and Jamila El Badaoui, as well as major media outlets.
This achievement marked a turning point in her career. “It feels incredible and like a dream come true,” she says, reflecting on the impact of her work. Her filters have become more than just a viral hit—they are a testament to the power of creative expression and digital connectivity.
Collaborating with Celebrities and Influencers
The success of her filters soon caught the attention of major influencers and celebrities, leading to collaborations that further boosted her brand. Misk worked with Mona Kattan, the founder of the Kayali fragrance line, to create custom filters for her fragrance launches. She also teamed up with Kris Fade to create a game filter for his brand, Fade Fit. These collaborations opened new doors and positioned Ursnapfilters as a go-to source for interactive, engaging filters.
Each collaboration, Misk explains, is unique. Whether she’s working on a product launch or designing a game filter, her goal is to create something that feels personal to the client and enjoyable for the user. “For example, I worked with a TV host who wanted a filter for her son’s birthday. The theme was Spiderman, so I created a Spiderman face mask with a 3D moving Spiderman in the filter,” Misk recalls. Her ability to transform ideas into visually stunning digital experiences has earned her the nickname “Misk Magic” among those who’ve worked with her.
Challenges Along the Way
Misk’s journey hasn’t been without challenges. One of the most significant hurdles she faced early on was the language barrier. While she is fluent in English, many of her clients communicated primarily in Arabic, a language she could speak in however was not comfortable with reading and writing at the time. “I would often ask my mom to translate messages or rely on Google Translate,” Misk shares. But this challenge became an opportunity for growth. Over time, and through continuous practice with her Arabic-speaking customers, Misk improved her reading and writing skills in Arabic, a personal milestone that reflects her determination.
Another challenge has been navigating the dynamics of the influencer world. Some influencers, she explains, seemed to refuse to work with her after discovering she had collaborated with others they didn’t get along with. But Misk has learned to stay focused on her work and not let these challenges discourage her. “I create filters for everyone,” she says, choosing to focus on the positive impact of her work rather than the politics of social media.
A Vision for the Future
Looking ahead, Misk has big plans for Ursnapfilters. In addition to continuing her work on Instagram and Snapchat, she is excited about expanding her presence on TikTok. “There has been a huge increase in popularity for TikTok filters,” she explains, and she’s eager to tap into that potential by creating more fun and interactive experiences for users.
As for her long-term vision, Misk hopes to continue creating filters as a way to enhance natural beauty and celebrate life’s moments. “We are all beautiful,” she says, “and there is no need to use filters that completely change our features. Filters should be a way to enhance our beauty, save memories, and capture important moments that we want to remember forever.”
Inspiring the Next Generation
For young women aspiring to enter the digital creative space, Misk has a simple message: follow your passion. “Whether you’re a pharmacy student, an engineering student, or in any other field, you can still follow your hobbies and dreams,” she says. Misk’s own journey is proof that it’s possible to balance academic and creative pursuits and find success in both. Her story is one of resilience, creativity, and the belief that hard work—and a little bit of magic—can lead to extraordinary things.
