If you want your filter to look natural, there are a few things you can do. First, make sure you choose a filter that is the right color for your skin tone. If you have a light skin tone, choose a light filter, and if you have a dark skin tone, choose a dark filter. Second, make sure you apply the filter evenly, without any clumps. Third, make sure you blend the edges of the filter into your skin, so it looks seamless. Finally, don't overdo it - a little goes a long way, and you don't want to look like you're wearing a mask.