IsaDora aims to change the beauty industry by ending retouching of models.

IsaDora, Sweden's largest beauty brand, is taking a groundbreaking step toward honesty and transparency in the beauty industry with its initiative "True Beauty is retouch free." By committing to end retouching of models, IsaDora is taking action against the mental health issues that the beauty industry and social media can contribute to.

As an industry leader, IsaDora is taking the initiative to inspire others in the beauty industry to follow their example.

"We are strong advocates for beauty to be diverse and inclusive," says Felicia Ibsen, Global Marketing Director at IsaDora. "By ending retouch on models and being true in our communication, we are sending a powerful signal that true beauty does not need manipulation. It's a positive step forward for the industry."

In a time when authenticity and honesty play an increasingly important role in society, IsaDora wants to present a more realistic image of beauty. The initiative reinforces their new brand identity, which emphasizes honesty and transparency.

"We want women and men to embrace their unique beauty," says Katharina Hansen, Global Brand Manager at IsaDora. "As Sweden's largest beauty brand, we feel a responsibility to showcase differences and that every person is unique."

IsaDora's campaign "True Beauty is retouch free" will be implemented starting September 2023. As a part of the initiative "True Beauty is Retouch Free", where IsaDora commits to end retouching of images of models, the company takes a stand by supporting Tjejzonen's petition to enact a law that regulates retouching photographs of models. Sign the petition here!