New York – Body positivity activist Charli Howard has created a beauty line aimed at young women.
Squish Beauty is founded on the principle of celebrating diversity and beauty quirks. The brand, launched by Howard, an author, model and activist, features a range of playful beauty products including a cherry-shaped eye and cheek mask, floral acne patches and jelly lip gloss.
The eye and cheek mask contains collagen, hyaluronic acid, lavender oil and aloe vera to de-puff the under-eye and cheek areas. In the shape of a cherry, the mask offers a kitsch take on typically clinical-looking skincare products. The acne patches are disguised as flowers, designed to be worn overnight to gently absorb the fluid. The campaign features a diverse range of models including those with acne to encourage girls to make light of their blemishes.
Young people and brands such as Squish are leading a movement towards the acceptance of acne, a skin condition that has long been steeped in stigma.