Beauty CVS Beauty Campaigns Are About to Get Way More Authentic By Victoria Moorhouse Victoria Moorhouse Instagram Website Victoria Moorhouse is a writer, editor, and consultant based in Brooklyn, New York who focuses on beauty, fitness, and health. Victoria was previously the Senior Beauty Editor at InStyle.com and a Senior Editor at POPSUGAR. Her work can also be found in notable publications such as Shape.com, The Zoe Report, Forbes.com, and Well+Good. She graduated from The College of New Jersey with a Bachelor's Degree in Journalism and Professional Writing. InStyle's editorial guidelines Updated on January 16, 2018 @ 11:30AM Pin Share Tweet Email Photo: Courtesy CVS Pharmacy just made a promise to bring more transparency and positivity to the beauty sphere. The company has announced that starting this year, CVS will not be "materially altering" the imagery created for the stores, marketing materials, websites, apps, or social media. "We will not digitally alter or change a person’s shape, size, proportion, skin or eye color or enhance or alter lines, wrinkles or other individual characteristics," the brand stated in a release describing the new initiative. "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." VIDEO: 5 Ways to Maintain Your Eyebrows How to Remove a Gel Manicure Without Going to the Salon This promise comes with what the brand is calling CVS Beauty Mark, which will be a watermark places on authentic imagery that has not been materially altered. As for the brands that are sold within CVS? By the end of 2020, the pharmacy will require transparency for all brands—which means if an image has been altered, the brand needs to tell you with a label.