7 Beauty Brands That Have Bid Adieu to Retouching

According to Heidi Dorosin, Madison Reed's chief marketing officer, the hair color brand's new commitment to using only "raw photography" in its advertising was a happy accident. "Recently, we had a photo shoot with six amazing women, some of whom are over the age of 50," Dorosin said in a press release. "When we received the digital files, we thought, 'Why alter these photos?' Yes, these women have wrinkles. Yes, they have smile lines. But these are all qualities that made the women even more beautiful to us."