Cult Beauty has been named as a founding sponsor of The Respect Project, a scheme aimed at improving young people's relationship with beauty and body image.
The THG-owned business said the investment builds on its pledge to tackle industry norms that encourage unrealistic beauty standards and prey on insecurities.
In 2023, the online beauty retailer banned the use of airbrushed model photos across its product catalogue and social media channels.
The measures include restrictions on editing imagery shot by Cult Beauty’s content creators.
The ‘Can’t (Re)Touch This’ campaign was also launched alongside the business’ overhauled content standards.
It includes increased efforts to display inclusive visuals to represent people of all shapes, sizes and colours on its digital channels.
“As strong believers in championing a healthy relationship between beauty and body image, Cult Beauty is proud to be the founding sponsor of this important programme,” said Alicia Hickey, Head of Sustainability and Social Causes at Cult Beauty.
“By sponsoring The Respect Project, our aim is to give young people access to the tools they need to build a healthy self-image, as well as helping them tackle the broader societal challenges they face in today’s world.”
The British Beauty Council has backed the collaboration stating the beauty industry has a responsibility to contribute to a society that is “inclusive, supportive and provides young people with the tools they need to thrive”.
“The beauty industry has a vital role to play in creating imagery, content and advertising that reinforces positive body image and increased self-esteem,” added Millie Kendal, CEO of the British Beauty Council.
“We are pleased to be working with Cult Beauty and The Respect Project to arm young people and their teachers with the resources they need to put their mental health and wellbeing first.”
The Respect Project was established in 2021 through the Radley College and Downe House School.
It was created in response to the ‘Everyone’s Invited’ movement, which sought to expose how widespread sexual abuse was in schools.
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