Changing nothing can change everything

Your mental health and self-image matter. The Beauty Mark is our pledge to promote confidence and present realistic beauty in our beauty imagery with 100% transparency.

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Celebrating 5 years of Beauty Unaltered®

Our ongoing commitment

Five years ago, we made a pledge to change the way beauty is represented in our digital imagery. Today, we remain committed to 100% transparency in labeling our beauty images, so we can pass on a healthier self-image and social media landscape to the next generation.

An ethnically diverse trio of young women pose for a picture taken by the woman in the middle.

Our promise to you

A promise to represent beauty as it truly is — real and unaltered. It’s our commitment to you.

A woman wearing a hijab lies on a bed while looking at the camera.

Making our mark

Our Beauty Mark appears on photos of models that have not been thinned, smoothed or digitally altered.

Striving for change

We are striving for social change and leading a movement to change the industry, and we’ve asked our partner brands to join us.

What we see matters

90%

of young women report using filters and feeling pressured to look a certain way on social media.*

85%

of young women wish for more transparency in beauty imagery*

71%

of women say it's impossible not to compare themselves to others online.*

Mental health services

Having a healthy self-image is important, especially in the digital age. We are committed to 100% transparency in our beauty imagery and being an ally to those struggling with mental health issues.

Join the conversation with #BeautyUnaltered

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Thank you to our leading partners for their commitment

*FOR SOCIAL MEDIA STATISTIC: Above survey results are from 2020 research by professor of Social and Cultural Analysis Dr. Rosalind Gill, PhD, among women ages 18 – 30.
*FOR TRANSPARENCY IN BEAUTY AND COMPARISON ONLINE STATISTICS: Above survey results are from 2021 research by media psychologist Dr. Pamela Rutledge, PhD, among women ages 18 to 35. The survey was conducted by CVS Health^® through The Harris Poll.