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Beauty marketing has taught us to trust an illusion. To aim for the kind of perfection that doesn’t exist outside a screen: skin without pores, faces without texture, smiles without lines. Images that convince us that real faces need fixing. Until CVS Pharmacy decided to break that spell.

Feeling good in your skin isn’t the same as promoting a severely underweight frame and calling it a “healthy, toned physique.” In recent campaigns, Zara, Next, and M&S crossed that line. The 2025 M&S ad emphasised the model’s pointed shoes to draw attention to her thin legs, while Zara showcased a drawn, hollow face — a look that pushes unhealthy thinness as a criterion for style.

When SKKN by Kim launched in June 2022, it was pitched as the future of skincare: “science-backed,” “minimal,” “refillable.” Everything about it whispered calm sophistication. But beneath the branding sits a clear strategy — take the same extreme ideals that made the Kardashian image a global commodity and repackage them as wellness. [SKKN is] a brand that had every resource, every platform, and every opportunity to lead differently, yet chose not to.