Retouching has been an accepted practice in advertising since its inception. However, in recent years, more and more companies have begun shunning the tool, in order to appeal to consumers on a more relatable and authentic level. Brands such as ASOS, aerie, and Darling to the world’s biggest photo service, Getty Images have all gotten in on the trend. Now there’s a giant new player in the game that’s embracing a more natural approach to beauty: CVS Pharmacy.

According to Refinery29, starting in April, the drugstore retailer will put a “Beauty mark” on all CVS-owned images to let customers know which images aren’t altered. For brands that provide their own imagery, they have to include a disclaimer on all ads that are retouched.

CVS Unretouched Photo With "Beauty Mark"

The company’s president, Helena Foulkes, told Refinery29, “There is a clear connection between unrealistic body images and negative health effects…so we will be focused on implementing the guidelines as it relates to physical appearances. That means CVS will not alter a person’s shape, size, proportion, skin, or eye color, as well as other individual characteristics like enhancing or altering lines and wrinkles. We hope that this effort will encourage authenticity and transparency so that beauty is something that always makes women feel good, and never not good enough.” Foulkes said that “as a company that is committed, above all else, to the health and well-being of its customers, [they] have an opportunity to start a conversation that can lead to positive change.” That sounds like a mission we can get behind.

What do you think of CVS’ new initiative? Tell us @BritandCo!

(Photos via SAUL LOEB/AFP/Getty, CVS)