CVS Now Has a Zero-Retouching Policy for All Its Beauty Campaign Imagery

It's no secret that the media has a massive impact on what society defines as "beautiful". It's changed over time, but most recently, it's been a strict and exclusive definition. Clearly, that's dangerous at worst and extremely problematic at best. Not to be extra cheesy like our favorite pizza order, but there is no definition of beauty. We all know that, right?

We love when beauty brands confront this head-on by casting a diverse set of models and influencers in their campaigns. We also love when these brands, models, and influencers commit to transparency in their photos. Take Emily Ratajkowski, for example. She called out a magazine for photoshopping her image—telling her followers, "I was extremely disappointed to see my lips and breasts altered in photoshop on this cover. I hope the fashion industry will finally learn to stop trying to stifle the things that make us unique and instead begin to celebrate individuality."

Other brands like Aerie, ModCloth, and Dove have committed to zero photo retouching. (Because what's wrong with stretch marks or wrinkles? Seriously though.) The newest brand to commit to doing away with Photoshop and retouching is one of our favorite drugstore beauty retailers. We're talking about CVS.