A growing number of celebrities, from teens to stars in their 70s are taking a stand against airbrushing, the most recent being 19-year-old singer and actress Zendaya who posted comparison images this week from a magazine photo shoot.
She joins long-time battler Kate Winslet whose brushes with image touch ups date back over a decade.
From her lean GQ cover in 2003 to rumours in 2009 that Winslet had requested airbrushing on a magazine cover be reversed, the star is hoping to put an end to her image editing as her new contract with Lancôme cites her campaigns will be "free of any additional editing".
Winslet told E! News: "I can only ever speak for myself and I can only ever do things that are important to me and it's a hope that other people might follow suit but it does feel important to me because I do think we have a responsibility to the younger generation of women."
Aligning with Winslet's crusade to present herself 'blemishes and all' is Dame Helen Mirren.
Mirren spoke out about her natural appearance after her decision to forgo airbrushing in her first L'Oreal campaign: "I am not gorgeous, I never was, but I was always OK-looking and I'm keen to stay that way."
She added that she hopes her actions can "inspire other women towards greater confidence by making the most of their natural good looks."
Zendaya took action against a fashion magazine this week which she claims slimmed down her hips and body.
On Tuesday the star asked Modeliste magazine to take down the airbrushed images of her, posting a comparison image to Instagram.
Zendaya noted she was "shocked" to find her "19 year old hips and torso quite manipulated. These are the things that make women self conscious, that create the unrealistic ideals of beauty that we have".
She says she decided to post the comparison shot because she stands for honesty and "pure self love".
Had a new shoot come out today and was shocked when I found my 19 year old hips and torso quite manipulated. These are the things that make women self conscious, that create the unrealistic ideals of beauty that we have. Anyone who knows who I am knows I stand for honest and pure self love. So I took it upon myself to release the real pic (right side) and I love it???? Thank you @modelistemagazine for pulling down the images and fixing this retouch issue.