Bareminerals has always been about embracing natural beauty—and the latest brand initiative really drives that message home. Today, the makeup and skincare company announced that it will no longer retouch or filter any campaign images or videos across all platforms.
“With innovation and proven performance at the heart of our brand, we are committed to ensuring our complexion content accurately represents the efficacy of our products,” says Serena Giovi, Bareminerals Chief Marketing Officer. “Our community values and celebrates natural beauty, product performance and transparency, which made the decision to go filter-free an easy one.”
Related article: A Brief History Of MAC’s Iconic Viva Glam Campaign
To kick off its unretouched mission, Bareminerals just debuted a new campaign promoting the new BarePro 16-HR Skin-Perfecting Powder Foundation. The campaign also highlights all of its extensive base lines, including Complexion Rescue, Original, and, of course, BarePro.
If you need proof that the images and video are indeed au naturel, there will be a watermark on each asset signifying that it was unretouched.
Related article: The Year ‘Zero-Waste Packaging’ Became A Beauty Buzzword
The brand is fully embracing the trend of the skincare-makeup hybrid with some new product launches, so ditching filters just makes sense. The new BarePro 16-HR Skin-Perfecting Powder Foundation has a wet-dry formula that prevents the product from caking throughout the day, boasts a pineapple complex that brightens and smooths skin, and sugarcane-derived squalene to hydrate. It’s available in 25 shades, and it’s vegan, talc-free, clean, and cruelty-free.
“Our upcoming content will showcase the effectiveness and true payoff of our complexion products, ensuring consumers understand the authentic results they can expect with each use,” says Giovi.
Related article: Dolce&Gabbana Beauty Brings The Magic of Theatre This Holiday Season
Bareminerals joins Huda Beauty, CVS Pharmacy, Dove, Olay, and several other beauty brands that have also vowed to step away from Photoshop, filters, and editing on social media and in brand campaigns.
This article originally appeared on Harper’s BAZAAR US.