Last January, CVS announced that it was launching its Beauty Mark initiative, which involves no longer photoshopping models in their ad campaigns.

The initiative also includes the creation of a watermark (the “Beauty Mark”) that would let consumers know when an image had been digitally unaltered. Now, CVS has revealed the first un-retouched images in stores, some of which come from huge brands, like CoverGirl ads featuring Kerry Washington and Ayesha Curry, and Revlon ones with ambassador Ashley Graham.

Credit: Courtesy of CVS

Skin care brands like Olay and Neutrogena have also partnered with CVS and promised to release un-retouched advertising images in CVS stores in 2019.

Credit: CVS

“We want the millions of customers that visit CVS Pharmacy locations each day to see a more authentic and diverse representation of beauty,” said Kevin Hourican, president of CVS Pharmacy. “We applaud the brand partners that truly embraced this initiative and helped us in taking significant steps forward in our effort to change an industry standard that has an impact on the health and self-esteem of our mutual customers.”

The brand’s end goal with Beauty Mark is “full transparency for all beauty imagery by the end of 2020.” And that’s something we can really get behind.