Pai Skincare's Strict No-Retouch Policy Explained

Why we never retouch our images In recent times, there has been considerable discussion surrounding the practices of retouching, airbrushing, face-tuning, and various forms of photo editing. Although influencers have faced the majority of the backlash in this area, it is undeniable that the skincare

Why we never retouch our images

In recent times, there has been considerable discussion surrounding the practices of retouching, airbrushing, face-tuning, and various forms of photo editing. Although influencers have faced the majority of the backlash in this area, it is undeniable that the skincare and beauty industry as a collective has contributed significantly over the years by consistently portraying skin, faces, and bodies that appear – to borrow a clichéd phrase from the beauty sector – utterly 'flawless' and without any imperfections.

To address this, we want to reiterate our firm commitment at Pai Skincare: we maintain a strict no-retouch policy when it comes to all model images. This has always been our approach, and it will continue to be so indefinitely. This is not just a guideline; it is a core promise we uphold.

But what exactly constitutes 'retouched' imagery in the context of skincare brands? The scope of photo editing can vary widely. It might involve smoothing out the natural texture of the skin to create an unnaturally uniform and even appearance. It could extend to subtly slimming facial features, or more invasively, erasing visible wrinkles, scars, birthmarks, or blemishes. At Pai, we firmly believe that none of these natural characteristics should ever be digitally removed or altered. We photograph real humans, complete with authentic human skin and all the emotions that come with it.

There are numerous compelling reasons why we steadfastly avoid retouching any photographs. First and foremost, we genuinely celebrate the individuals we feature in our visual content. These people not only represent our carefully formulated products but also embody the very customers those products are specifically designed to support and benefit. Therefore, their skin must be depicted precisely as it naturally appears, without any artificial enhancements.

Secondly, retouched images perpetuate utterly unattainable standards of beauty that have profound negative effects on society at large. We refuse to contribute to an environment where we, our friends, family members, or loved ones are led to believe that everyone else possesses seemingly 'perfect' skin. This simply isn't the reality. This is particularly true for those with sensitive skin – a challenging journey we at Pai have personally navigated, experiencing both its peaks and valleys intimately.

Everyone goes through periods of good skin days and challenging ones. Factors such as stress, hormonal shifts, and environmental fluctuations affect us all. No one's skin maintains its absolute best or most relaxed state every single day. Yet, if you browse advertisements, scroll through social media feeds, or visit many skincare brands' websites, you would be forgiven for thinking otherwise, as the imagery presented often suggests perpetual perfection.

While society has moved beyond outdated remedies like applying toothpaste to pimples – a trend hopefully consigned to the past – we are now witnessing an alarming rise in very young individuals engaging in heavy concealing, contouring, and aggressive filtering of their faces, often to the point of unrecognizability.

Our colleagues at Cult Beauty recently shared a stark statistic in their open letter opposing retouching: by the age of 13, 80% of girls have already utilized retouching apps or filters to alter their appearance in photographs. This is a disturbing trend that we at Pai are determined not to support or exacerbate in any way.

When creators or influencers share sponsored advertisements on social media, they are required to clearly disclose this in the post's caption. However, until very recently, there have been no similar regulations mandating transparency about the authenticity of the visual content itself – whether it has been edited or not.

In an effort to safeguard public mental health from the damaging effects of unrealistic and manipulated imagery, the Norwegian government enacted legislation in 2021. This law mandates that brands and influencers clearly disclose any photo editing in sponsored social media posts using an officially approved label provided by the ministry.

The United Kingdom is poised to potentially adopt similar measures, inspired by the Digitally Altered Body Images Bill proposed in 2022. Although this legislation is still under development, it closely aligns with Norway's model, requiring advertisers, broadcasters, and publishers to self-declare any digital alterations made to images.

The issues with image retouching extend far beyond mere aesthetics or sales tactics – though it undoubtedly boosts product sales in the short term, often through unethical means. More critically, it fosters a deeply misleading narrative that strays dramatically from truth and genuineness, leaving viewers feeling alienated and inadequate. This includes feelings of inadequacy for having 'flaws,' for showing signs of aging, for carrying our natural body weight, or for possessing our true skin tones.

By editing out these realities – whether deliberately or inadvertently – we inadvertently make people feel that fundamental aspects of themselves are wrong, embarrassing, or taboo to discuss. This stands in direct opposition to everything Pai Skincare represents. Our fundamental mission is to rebuild and nurture skin confidence in everyone we reach.

At Pai, we champion transparent and candid conversations about skincare. We encourage reaching out for guidance and support whenever it's needed. Above all, we embrace and celebrate every individual – along with their unique skin – precisely as they are, in all their natural glory.