Why We Don't Retouch Skin

Real skin is beautiful, so we don't retouch it.

Meghan Maupin, CEO

CEO of Atolla

Meghan Maupin, CEO

Meg is the CEO and Co-founder of Atolla. She has a graduate degree in Engineering and Management from MIT, and previously worked in design roles at Patagonia, The MIT Design Lab, and Formlabs.



At Atolla, we want to reframe how people think about their skin. Society's focus on skin appearance will tell you what’s wrong with your skin and how to fix it. Instead, Atolla wants you to apply science to make your skin as healthy as possible.

What you see in our photos and our videos are images of real, unretouched skin (with no makeup on). We know well that your best skin is healthy skin, and that isn’t always perfect. And we were tired of seeing heavily photoshopped images that are unrealistic and unrelatable.

As a skin health company, it's important to focus on measures of skin health and not just skin appearance. It's also important for us to be transparent. These values extend to everything we do, to include to our brand imagery. We worked with our Creative team to make Atolla photo guidelines: with a focus on creating beautiful images that use lighting to highlight the beauty of skin, rather than masking it.

Even some of the retouching guidelines today still allow for the removal of "temporary blemishes and marks," but we felt like that wasn't real. So we keep those marks in there— all the little things that make us unique. Because skin doesn't have to be perfect to be healthy or beautiful.

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