Way to go, CVS! The pharmacy chain recently announced that it's taking steps to be more transparent about which of its beauty images have been retouched. In the form of a “CVS Beauty Mark,” customers will now see a watermark on pictures that have not been altered. According to the initiative, “materially altered is defined as changing or enhancing a person's shape, size, proportion, skin or eye color, wrinkles or any other individual characteristics.”

CVS Pharmacy Executive Vice President Helena Foulkes opened up about the company's decision. "As a woman, mother, and president of a retail business whose customers predominantly are women, I realize we have a responsibility to think about the messages we send to the customers we reach each day," she said. "The connection between the propagation of unrealistic body images and negative health effects, especially in girls and young women, has been established. As a purpose-led company, we strive to do our best to assure all of the messages we are sending to our customers reflect our purpose of helping people on their path to better health."

CVS is also teaming up with beauty brands to ensure that this level of transparency will continue across the industry. "We've reached out to many of our beauty brand partners, many of whom are already thinking about this important issue, to work together to ensure that the beauty aisle is a place that represents and celebrates the authenticity and diversity of the communities we serve," Foulkes said. "We've been inspired by their willingness to partner with us to redefine industry standards around this important issue for the well-being of all of our customers."

Plenty of beauty brands are doing their best to ensure proper representation in their campaigns. Take makeup guru Kylie Jenner, who recently released an all-inclusive line of concealers. The entire collection consists of 30 shades overall, which makes it more accessible for people with either very dark or very light skin tones. “It’s very rare that companies make face products that range to that dark and it’s a bit problematic. Kylie honestly did dat [sic] with these shades,” one fan raved, while another added, “Shade range is amazing.” Well, we certainly love this change in the beauty community!