The galvanization of women, whether as candidates for political office or as voices speaking up as part of the #metoo movement, has challenged yet another traditionally sacred practice: the airbrushing of beauty images into unachievable perfection.

This week, CVS, the American pharmaceutical giant, has pledged to stop “materially altering” all of the imagery associated with its beauty products — in stores, on its website and on social media. Starting in April, the photographs women see when they go to buy a CVS brand lipstick or perfume or moisturizer will not have been so smoothed, color-corrected or otherwise remastered as to produce overwhelming insecurity in the shopper.

“It was really a response to the bigger conversation women are having over their own level of empowerment in society,” said Helena Foulkes, the president of CVS Pharmacy and executive vice president of CVS Health.

To not, in other words, be complicit in sending a message to shoppers about not being good enough by showing them photographs of women they should aspire to be, knowing that such aspiration is actually impossible because even the women in the photos don’t look like they do in the photos.