It’s not secret that we live in a society obsessed with self image. From the rise of social media models and stars to consistently altered photos for ads online, on TV and in magazines, the beauty and fashion world can sometimes lead people to believe falsehoods about self-image. Study after study shows how pop culture and the media affect our view of our own bodies, and how it has caused young women and men to have self-esteem issues, depression and eating disorders. Often times, what we see in an ad or even on social media, is not an accurate portrayal of reality.

CVS Pharmacy wants to stop altering images. The company says it plans to stop manipulating images in the marketing campaigns for its beauty products by 2020. According to the Wall Street Journal, come this April, the pharmacy will only use real and untouched images for its advertising of beauty products. The company is even asking major brands that it carries like Revlon to do the same thing.

Hopefully CVS can get other larger companies to follow suit and curb the photoshop and photo editing epidemic that is creating a lot of unrealistic expectations of beauty in our society.