// Cult Beauty bans airbrushed photos from of all its products
// The move is part of a new campaign from the retailer to promote healthier beauty standards
Cult Beauty has banned retouched photos from its website as it looks to promote healthier attitudes towards beauty standards.
The move is part of the retailer’s new campaign CAN’T (Re)TOUCH THIS to tackle the negative effects of airbrushed beauty on people’s mental health.
From today, the THG-owned beauty etailer has placed restrictions on product imagery supplied by its own creatives and third-party partners, as well as introduced a labelling system to mark them as ‘un(re)touched’.
The retailer has also amended its guidelines to promote diversity and inclusivity in all its branding.
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THG Beauty chief executive Lucy Gorman said: “Young people are more vulnerable than ever before to the dangers presented by enhanced body images and unrealistic beauty standards.
“The damaging impact this can have on a teenager’s self-esteem and mental health are well documented, and as an industry leader we believe we owe it to the beauty industry to have a platform where they can make a difference.”
Cult Beauty is also supporting a parliamentary bill put forward by MP Dr Luke Evans which would make it mandatory to declare when an image has been digitally tweaked.
The retailer has signed the Body Image pledge – a voluntary commitment of the bill put forward to parliament – and is urging the wider industry to do the same.
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