Over the past few years, there's been a growing backlash against companies that decide to use Photoshop to alter the appearance of people they take pictures of. Those who oppose this practice say it sets unrealistic body standards (mostly for women) and that the photos can hurt people's self-esteem and make them question their self-worth. You only have to look at a side-by-side comparison to see how dramatic these changes can be. Some companies- in addition to some celebrities and models- have started to lead the fight against Photoshop. Certain corporations and magazines have pledged to reduce or eliminate the use of photo retouching, and some are even pushing for legislation to mandate companies set realistic standards when it comes to their advertising campaigns. One of those companies is Rheya Swim, an up-and-coming swimwear brand that has decided to eschew the standard practices of the fashion industry. The company was started by 21-year-old Chloe Madison, who made the decision to ban retouching after a photo shoot that she'd posed for.