Online retailer, Cult Beauty, has banned retouched photos from its website.

The brand is looking to promote healthier attitudes towards beauty standards through its new campaign, CAN'T (Re)TOUCH THIS, tackling the negative effects of airbrushed beauty on mental health, as reported by Retail Gazette.

THG, which owns the brand, said that young people are more vulnerable than ever to the dangers of enhanced body images and unrealistic standards of beauty, leading to well-documented damage to their mental health and self-esteem.

Cult Beauty has put restrictions on images supplied by both its own creatives and third-party partners, and introduced a new labelling system to mark them as 'un(re)touched'.

It has also amended its guidelines to ensure it promotes diversity and inclusivity in all its branding.

Cult Beauty is supporting a parliamentary bill put forward by Dr Luke Evans MP (Conservative, Bosworth), which would make it compulsory to declare if an image has been amended or enhanced digitally.

It is urging the wider beauty industry to follow suit.