CVS Pharmacy plans to stop using touched-up beauty images in its marketing campaigns by the end of 2020.
On Monday, the company announced its "commitment to create new standards for post-production alterations of beauty imagery."
"I think it's an amazing thing to see the empowerment of women and the fact that we all want to be reflected in a true fashion, we want to look at photographs that feel real and authentic," CVS Pharmacy President Helena Foulkes said.
As part of that commitment, CVS will start using a watermark to highlight images that haven't been edited.
The company says any beauty images that change a person's shape, size, proportion, skin or eye color, wrinkles or any other individual characteristics "will be visibly labeled as such."
The new watermark will start to appear on CVS-produced marketing images this year.