By Victoria Moorhouse
Updated Jan 16, 2018 @ 11:30 am
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CVS Photoshop
Credit: 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."

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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.