7 Beauty Brands That Have Bid Adieu to Retouching


If you use Face Tune to blur out a blemish or whiten your teeth before posting an Instagram thirst trap, you’re definitely not alone. Once strictly a photographer’s tool reserved for glossy, star-studded advertisements, retouching has trickled down to everyday people who just want clear skin or a thinner arm at the swipe of a finger. But, as countless “Photoshop fails” have taught us, sometimes editing can go too far.

Perhaps as a response to the impossible beauty standards frequently demonstrated in picture-perfect advertisements, beauty brands have begun to break up with the process. In what is shaping up to be 2018’s most empowering trend, both large organizations like CVS Beauty and indie start-ups such as SPKTRM are showcasing models in all their natural glory. Read on to see every stunning campaign.


Let’s get one thing straight: you will never see any retouching from new brand on the block SPKTRM Beauty. The company, which launches in late August, was founded by three women who wanted to create makeup that represented their varied backgrounds and ethnicities. Case in point? SPKTRM has pledged to create a foundation range made up of 50 shades. On top of that, the brand will donate 10 percent of its profits to organizations that support disadvantaged women and LGBTQ+ causes.

CVS Pharmacy

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.”

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