True Beauty is Retouch Free

We believe in embracing diversity, promoting self-worth, and celebrating individuality. We know unrealistic beauty standards can have a negative impact on mental health. To help this problem and to be true to our consumers, we commit to no longer retouch our model images. Our goal is to empower everyone to be themselves, embrace diversity and always be true to you – so you can set your own beauty standards.  

Join us in redefining beauty  

We want to do better for good by making significant and real change in society. Join us in redefining beauty by signing a petition to enforce a law that regulates retouching on models.  

Inspired by Norway, let's urge Sweden to require brands and influencers to declare retouching of model images. By signing the petition, you're not just adding your name to a list – you're standing up for a new era of beauty standards. A world where imperfections are celebrated, where every body type, every skin tone, and every unique feature is embraced. Let’s change the beaty norms. True Beauty is Retouch Free. Together, we can make this a reality. 


The interviews 

In order to shed light on the impact of Retouch to the individual and society, we asked 4 models and ambassadors to share their experience on the topic. We also talked about how a retouch free would look like and how we can make change for a better future.  


"True beauty to me means being comfortable and secure in yourself. Everyone is beautiful in their own way and should feel free to look the way they want." 


Nobody can live up to the retouched pictures. Even I can’t live up to a retouched picture of myself. It creates a feeling that the true version of me, is not got enough 


"I have wrinkles, and I earned them all. I have been through good and bad times, and you should be allowed those experiences in my face." 


I think it important to show that nobody is perfect. We all have flaws, different skin types and good- or bad days.