CVS Beauty Mark

CVS Pharmacy is one of the largest and most trusted beauty retailers in the country, and we are passionate about beauty and the important role it plays in overall health. We know that taking time to feel good on the outside enhances overall well-being. We also believe we have an opportunity, and a responsibility, to think about the messages we send to our customers and how they impact their health.

That’s why we’ve made a commitment to not materially alter the beauty imagery we create for our stores, marketing materials, websites, apps or social media. We will not digitally alter or change a person’s shape, size, proportion, skin or eye color or enhance or alter lines, wrinkles or other individual characteristics. We want our beauty aisle to be a place where our customers can always come to feel good, while representing and celebrating the authenticity and diversity of the communities we serve. 

To support this initiative, we:

  • Introduced the CVS Beauty Mark, a watermark that appears on imagery that is authentic and has NOT been materially altered.

  • Are working with brand partners to ensure that any imagery they use that has been altered is visibly labeled as such.

Side-by-side images of unaltered and digitally altered model.

The CVS Beauty Mark started to appear on CVS Pharmacy-produced beauty imagery in 2018. And in early 2019, just one year after announcing our commitment to new standards for our imagery, we celebrated the progress we had made so far:

  • 70 percent of the beauty images in our stores will be Beauty Mark compliant, meaning either they have not been retouched or they are labeled as altered.

  • Of that compliant imagery, nearly 70 percent — or approximately 200 images throughout each of our stores — features the CVS Beauty Mark, indicating they have not been materially altered.

Our goal is to have all beauty imagery in our stores, online and for marketing efforts reflect transparency by the end of 2020.