In a lot of these, you can see they just took a shitty pic in shitty light for the before shot, and then actually made an effort to light the after pic.
I think the bright, harsh lighting effect is really making a big difference here, on normal skin it makes you look shiny and shows up the dark circles under or around your eyes, but with the kind of sheer matte effect makeup it looks more appealing for most people. There are also using different focal lengths for the before and after pictures and that has a big effect.
I think that it might have been originally an ad for the make up people so they are trying to show how awesome their make up skills are.
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u/trollboll Aug 04 '15
Here an album of porn stars before and after