The art of capturing the perfect selfie has created a whole new self-marketing industry: from smartphone apps that help users look their best to agencies looking for the next Internet star.

Think you look too fat? Try Skinnee Pix. Do you have dull skin or blemishes? Facetune can clear that right up. And if you just plain hate the way the photo came out, don't worry because that can all be fixed. Perfect365 app allows users to airbrush selfie photos into instant cover girl perfection.

But for many, it's no longer good enough to just "be yourself" online, and selfie lovers want to put their best face forward.  "The days of that bare fresh face, no retouching, are kind of behind us. I think we're all moving into an era that it's so easy to do," image and fashion consultant Lori Ann Robinson said.

Like millions of people, Triana Lavey loves taking selfies, but doesn't always love the result. She uses the Perfect365 app to touch up her photos now, but she used to hate the way she looked so much that she underwent a radical transformation, all to look better online.  Lavey said she didn't like the face staring back at her during Skype chats or in Facebook photos. So two years ago, she underwent $15,000 worth of plastic surgery from Beverly Hills surgeon Dr. Richard Ellenbogen to change the shape of her face. Because Lavey is a family friend, she got the procedures at a discount.

"Nightline" followed her story in 2012, as Lavey underwent a nose job, a chin implant and fat grafting.  To me, plastic surgery should be a last-ditch effort," she said at the time. "After you have worked out, after you've good discipline in your diet and exercise then you go to surgery."

Lavey acknowledges that plastic surgery was a radical step, but she believed it was worth it and was thrilled with the results. "I now have the face that I always thought that I had," she said. "I look like myself, but Photoshopped."  But in her quest for the picture-perfect face, Lavey said she's not done with medical enhancements. Since "Nightline" last spoke to her, Lavey said she has had corrective surgery on her nose, more fat-grafting and Botox.

Lavey said the plastic surgery wasn't just an ego boost. Taking a good selfie has become a high-stakes business, as people have become "Insta-Lebrities" through their posts on Instagram, YouTube and other social outlets.  "Today this business is moving at the speed of the Internet," Lavey said. "Your selfie is your head shot so you can reinvent yourself every day with your iPhone. It's a legitimate form of promoting yourself."