While many cosmetics brands focus on the more is more approach, offering all the products we need to cover dark circles, mask uneven skin tones and hide blemishes, newly-launched beauty brand Squish is quite the opposite. Created by British model, author and body positivity activist Charli Howard, Squish’s ethos is all about embracing who you naturally are.
The debut lineup of products include the Instagrammable Cheeky Cherry Eye & Cheek Masks, in a shimmery red hue which promise to de-puff and firm skin as well as being brightening and moisturizing. Additionally, there’s the Flower Power Acne Patches – a set of 20 delicate floral stickers with a chic glass crystal center which you can pop on top of any blemishes overnight to draw out impurities and help them heal faster. Lastly, there’s the Jelly Lip Gloss which is reminiscent of those iconic glosses from the ’90s and early ’00s. Housed within a clear tube, the gloss is transparent and hydrating and can be worn on its on or on top of any lip color.
For the founder, Charli, alongside the products being effective and cruelty-free, it was imperative that the brand adopted a 100% photoshop-free policy. Since the brand is all about diversity and inclusivity, the models featured in the campaign are all real people of various ethnicities, body shapes, sizes and genders showcasing their natural beauty, without retouching out any normal elements like acne, cellulite and scars.
Take a look at the campaign and products in the gallery above. You can shop the range now at Squish’s web store which currently ships to the U.S., UK and Europe. Prices start from $14 USD and if you want to try out the whole lot, you can purchase Squish Kits which range between $35 USD – $40 USD.