CVS Pharmacy wants us to look good and feel good naturally — that is, without the help of digital photo editing tools.

According to Glamour, the chain pharmacy recently announced new standards for altering the beauty imagery used online, in ads and in stores. In union with this effort comes their brand-new CVS Beauty Mark, says Glamour, a “atermark that will indicate images that haven’t been digitally altered, which it’s defining as ‘changing or enhancing a person’s shape, size, proportion, skin or eye color, wrinkles or any other individual characteristics.'”

President of CVS Pharmacy and Executive Vice President of CVS Health Helena Foulkes called the new standards and watermark a response to recognizing the responsibility that comes with being a public-facing brand — and an influential one, at that.

“The connection between the propagation of unrealistic body images and negative health effects, especially in girls and young women, has been established,” she said. “As a purpose-led company, we strive to do our best to assure all of the messages we are sending to our customers reflect our purpose of helping people on their path to better health.”

While the Beauty Mark will only appear on CVS-produced images, Glamour reports that the pharmacy is working with drugstore beauty brands to develop industry-wide retouching guidelines and transparency standards, with the goal of having other brands’ ads on board by 2020.