9. CVS
Recently this year the drugstore brand announced they will no longer Photoshop their ads or marketing material, letting wrinkles, fine lines, spots, and pores shine through. 

"There's been a shift in what consumers want to see when it comes to beauty. They are asking for more transparency and authenticity, and that's what Beauty in Real Life is all about," said Norman de Greve, Senior Vice President and Chief Marketing Officer, CVS Health. "We wanted to introduce a campaign that uses beauty to make women feel good about themselves by empowering them to feel comfortable and confident in their own skin."