In August 2025, the beauty industry reached a new and alarming milestone:
a major campaign was launched featuring a model entirely generated by artificial intelligence – a model who doesn't even exist.

A fully artificial face, born from code.
And yet, presented to millions of real women as the new standard of beauty.

This isn’t innovation.
This is a warning sign.

We are reaching a dangerous turning point, one where beauty ideals are no longer just edited or filtered, but entirely fabricated.
If we don’t stop and say NO now, we’re paving the way toward a world where real women are no longer accepted as they are —

A world where the pressure to match impossible beauty standards, enhanced by filters and digital edits, has already taken a serious toll on self-esteem and mental health.

With AI-generated models, we’re crossing a new and dangerous line:
we’re no longer just distorting reality —
we’re replacing it.

And when perfection is no longer just unattainable but entirely artificial,
the psychological pressure becomes unbearable.
Because no woman can — or should have to — compete with something that isn’t even real.

This shift isn’t just another step in the ongoing escalation of unattainable beauty standards.
It pushes the psychological pressure on women to a point of no return.

The constant comparison.
The quiet belief that being natural isn't beautiful anymore.
The growing sense that you must alter, fix, enhance your looks — just to feel worthy of existing in this world.

For years, we’ve witnessed the beauty industry push more and more extreme and unattainable standards:

Digitally altered photos, overuse of filters, a surge in cosmetic procedures, and now – AI-generated faces and bodies, flawless and fake, promoted as "aspirational".

This is harmful to mental health, to young girls’ self-worth, and women everywhere who feel like they’re never enough.

The message is loud:
"Be perfect. Be unreal. Be something you’re not".
And when it comes from global brands, plastered on magazine covers and social media, it’s no longer just a message –
it becomes a system of pressure.

We must draw the line.
We must protect the image of real women – in all their uniqueness, diversity, and natural beauty.

👉 We are calling on all brands and major media platforms to stop normalizing AI-generated models in beauty campaigns.
👉 We ask for transparency, ethical standards, and a commitment to showcase real, human faces.

This is not a fight against technology.
This is a stand for truth, mental health, and the future of girls growing up in a world that should reflect them, not erase them.

Join us. Sign the petition. Say YES to real women – and NO to artificial standards.

 
— Valentina & Julia @bythatgrl
Founders of That Grl, empowering women through real beauty.