LONDON — Cult Beauty, which built its name on selling high-performance brands and products with a loyal following, is taking a stand against airbrushing and in favor of young people’s mental health.
The wonder e-commerce site, which launched in 2007 and is owned by THG, has unveiled a campaign to eliminate retouched photos from its products and materials.
Additionally it is urging the broader U.K. beauty industry to support a parliamentary bill that might make it mandatory to declare when a picture has been digitally altered to reinforce a model’s face or body.
Cult’s campaign, “Can’t (Re)Touch This,” is geared toward reducing the variety of airbrushed model images “amid an epidemic of eating disorders and mental health problems amongst young people.”
The brand has...
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