CVS Bans Photoshopped Images

CVS Bans Photoshopped Images

Last updated on: 2018


The face of beauty is changing – and it’s more real and raw than ever. Retail chain CVS recently announced that it will be banning touchups in images advertising beauty products.

The company’s commitment to not materially alter beauty imagery that it creates for its stores, marketing materials, websites, apps or social media is an important step forward in the beauty industry. According to CVS, it has a responsibility to think about messages that its images send to girls and young women. This decision shows the company’s effort to create a more realistic standard of beauty for its customers.

Additionally, CVS will be introducing the CVS Beauty Mark, a watermark that will appear on all images that have not been altered. The company will be working with its partners to ensure that any altered imagery that they use will be visibly labeled.

“We want our beauty aisle to be a place where our customers can always come to feel good, while representing and celebrating the authenticity and diversity of the communities we serve.” – CVS

We are happy to support CVS in its mission to create transparency and create a space where women can feel comfortable in their own skin.

It’s time to join in the conversation! What are your thoughts about CVS banning photoshopped images?

Ciera is a content creator, social media strategist and world traveler currently exploring Southern California. With more than six years of experience developing content, Ciera combined her love for writing, traveling, photography and creativity into her lifestyle and travel blog, Life with Ciera. In her free time, she loves going to the beach, cooking new vegetarian recipes and playing with puppies. To see more of Ciera, visit her blog at