7 Beauty Brands That Have Bid Adieu to Retouching

CVS Pharmacy kicked off 2018 by pledging to not only stop retouching its own campaign images, but encourage partner brands to follow suit as well. Along with that, the company launched a "Beauty Mark" banner to grace images that have not been digitally altered. Helena Foulkes, president of CVS Pharmacy and executive vice president of CVS Health told POPSUGAR, "We hope this move will encourage brands to work together to ensure that the beauty aisle is a place that represents and celebrates the authenticity and diversity of the communities we serve."