Altered photos are so pervasive, we hardly know what’s real anymore. And while we can’t ensure that every beauty image out there hasn’t been tweaked, we can be transparent about which ones have. Endeavor developed the idea of the Beauty Mark, a stamp CVS put on images, so consumers could differentiate between beauty altered and unaltered. I was part of the pitch team that brought this idea and sold it to CVS, and I am very proud to have helped enable a step towards change in the beauty and retail industry.