When American Eagle announced last January that it would feature non-airbrushed models in ads for its Aerie lingerie line, many applauded the move as a refreshing step away from the perfect bodies and blemish-free appearance of other models. And now the company has some applauding of its own to do, after announcing that since that decision, sales of the Aerie line are up.

The proof is in the pudding, and in this case, the pudding is money: Sales of Aerie lingerie were increased 9% in the first quarter, Business Insider reports, citing executives speaking on a conference call with investors.

The company has said in the past that the point of taking Photoshop out of the equation was to show people how they really are. Executives said the company wants to promote more realistic standards for its teenage customers, which appears to be paying off.

“We left beauty marks, we left tattoos — what you see is really what you get with our campaign,” a brand representative told Good Morning America earlier this year.

American Eagle Stopped Airbrushing Lingerie Models And Sales Are Soaring [Business Insider]

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