If you use FaceTune to blur out a blemish or whiten your teeth before posting an Instagram thirst trap, you’re definitely not alone. Once strictly a photographer’s tool reserved for glossy, star-studded advertisements, retouching has trickled down to everyday people who just want clear skin or a thinner arm at the swipe of a finger. But, as countless “Photoshop fails” have taught us, sometimes editing can go too far.
Perhaps as a response to the impossible beauty standards frequently demonstrated in picture-perfect advertisements, beauty brands have begun to break up with the process. In what is shaping up to be 2018’s most empowering trend, both large organizations like CVS Beauty and indie start-ups such as SPKTRM are showcasing models in all their natural glory. Read on to see every stunning campaign.