Well, it's about damn time!
In a world of Instagram, FaceTune, and other retouching apps, it's refreshing to see brands embrace reality. From beauty brands to clothing labels, these companies have chosen to show their models as they truly are — and it's great.
They pledged to not enhance, retouch, or in any way change the physical appearance of their models. Honestly, shoutout to them for that decision — seeing clothes on real people with real features makes shopping way easier.
They were one of the first brands to actually allow their models to have "flaws," aka freckles, stretch marks, belly rolls, and other totally normal body things.
They helped kick off the trend back in 2014, and have stuck to the promise to not edit their models for 6 years now. I have no choice but to stan!
These days, they celebrate body inclusivity and don't touch what doesn't need editing! Look how happy those two are — there's absolutely nothing there that needs changing. And wow, the colors on those suits just POP on them!
They keep putting their money where their mouths are! Target's entire swim area is full of images of un-retouched women wearing their cute af swimsuits! Oh Target, what can't you do?
Which almost seems like a no-brainer — how are we supposed to know what their products look like on our skin if we can't see the model's real skin?
Because you can truly see how effective it is! Their lotions and moisturizers shine on skin that actually looks like skin. When's the last time you saw actual texture on an eyelid?
They're known for showing real, authentic women, after all! Dove continues to support women of all shapes, sizes, ethnicities, and identities. And they won't retouch a single bit of them while they do it!
For their in-store and in-house brand, CVS committed to refraining from retouching their models. They have continued that journey to this day, and their models are all gorgeous!
Rather than announce it, they just went ahead and did it. In addition, they include the pronouns of their models in their Instagram captions — all the better to compliment them with!
They frequently repost un-retouched images from beauty enthusiasts who love their brand. They haven't entirely parted with Photoshop, but let's be real — it's Rihanna. It's only a matter of time before they drop it entirely! I trust her, guys.
