Model, activist, and author Charli Howard can add one more title to her resume: beauty founder. The “in-between” model who challenges perceptions in the fashion world is bringing her inclusive messaging into the beauty space with her new brand, Squish Beauty.

Inspired by the cumulation of her own experiences dealing with sensitive skin, Howard designed Squish to help people celebrate their skincare woes. From scars and cellulite to acne, Squish embraces it all. The brand’s first campaign features a diverse lineup of models, including disability activist Jillian Mercado, gender fluid twins Jake and Joseph DuPont, unibrowed model Sophia Hadjipanteli, curve model Lulu Bonfils, and many, many more.

“From day one, I wanted to use role models with real skin in my brand images,” Howard said. “All bodies are un-retouched, raw and real.” By showcasing models Photoshop-free, Squish makes skin care approachable for everyone.

As for the products themselves, they work to combat the daily frustrations that many people deal with, like hormonal acne and cracked lips. The three hero products – Cheeky Cherry Eye and Cheek Mask, Flower Power Acne Patches, and Jelly Lip Gloss – all focus on calming and hydrating the skin. They’re paraben-, sulphate-, and perfume-free, so even those with sensitive skin can enjoy the products. The cherry on top? Squish’s lineup is super cute and ‘gram-worthy. With the rhinestone-embellished flower patches, and the cherry-shaped under-eye mask, they not only tackle odd breakouts and dry skin, but the adorable packaging turns self-care into selfie time. The individual products range from $12-$20, and beauty-lovers have the option to purchase complete sets priced between $35 and $40.

Check out Squish’s all-star shoot, below, then scroll through to shop the brand’s first drop.


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