Beauty Independent asked brand founders to comment on filters used in social media posts. Here is the dome BEAUTY feature.  

Filters have changed the beauty industry and negatively influenced what true beauty represents. It is difficult for a young woman or girl to look at a picture-perfect photo and understand that beauty is not about perfection. At Dome Beauty, we approach this misinterpretation of beauty by making an individual connection with those we support by posting images that represent the vast community of makeup lovers and not just models you would see in a magazine.

We also have a partnership with Miss Amazing, a fantastic organization for women and girls to promote their abilities. We love to work with and welcome Miss Amazing models at all our photo shoots. We want our customers to…not feel like they need to look like someone else. We are committed to posting natural images without unrealistic retouching/filters. We only share UGC [user-generated content] that is realistic and representative of the person on our social pages.

The beauty industry has made so many impactful changes over the years, and I must give kudos to CVS for leading the way by recognizing the need to eliminate photoshopping their beauty images. I would love to see a coalition of indie beauty brand and clean beauty brand owners committed to eliminating filters and use a no-filter icon as proudly as we do Leaping Bunny or paraben-free.

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