Ta might not come up with all the trends he tries on the likes of Gigi Hadid, Rihanna, and Kaia Gerber — he finds inspiration from other artists on Instagram just like all of us — but his artistry and reach helped ensure things like upside-down liner and monochromatic makeup reached hundreds of thousands of in-the-know beauty fans. And that is how an IG trend becomes part of the mainstream beauty zeitgeist.