“Throughout my life, I’ve equated beauty as being unobtainable. “It’s definitely time to steer away from the same millennial pink brands we keep seeing over Instagram and heavily retouched photos,” Howard told Stylecaster. That’s why she insisted on using models in her campaign of all sizes, body types, skin tones and abilities. What’s so refreshing about Howard is how she lifts up other people and champions for them just as much, if not more than herself. An inclusive beauty brand with acne stickers and under-eye patches fits right in. Whether she’s speaking about her eating disorder struggles or quest to be “enough” is a world where women-not just models-are often told they’re not enough, her stories are relatable to the thousands who follow her confidence journey on Instagram. The outspoken model and author is doing the work to help change the industry for the better. So when I heard Howard was launching Squish Beauty, I wasn’t totally surprised. The way she spoke about diversity and inclusion in the fashion and beauty space inspired me, and I know others around us, as well. As the beauty industry stretches to be more inclusive (with the help of indie entrepreneurs and progressive young consumers) what mainstream beauty looks like, who can achieve it, and which brands are well-positioned to gain and hold market share in any given category is changing too.I first met Charli Howard when we were both on a body-positive panel with Aerie (she’s a spokesperson for the brand). Niche brands like Squish Beauty, Blume, and Starface are changing the way acne is seen and treated. Brands like these are creating new products and new marketing strategies and in doing so are giving acne care a whole new look.įlower Power Acne Patches from Squish BeautyĪt the start of August, Charli Howard launched Squish Beauty. The new brand’s hero product are it’s flower shaped acne patches, which sell for $14 (that’s a pack of 20 patches, along with a branded pouch and postcard). The brand is also selling a SquishKit, something like a beauty box that comes with the patches, cherry eye masks, a lip gloss, a hair tie, and the pouch and postcard. The Flower Power Acne Patches are a combination of the acne treatment patches that are meant to be invisible or skin colored and the gems and glitters that are commonly part of a festival look (think Coachella). They make treating a skin concern into a decorative moment. It’s a product that changes the conversation about acne as well as the appearance and stigma of this skin concern. “From day one,” Howard told the press, “I wanted to use role models with real skin in my brand images - girls with acne, girls with scars, girls with cellulite - but who have voices and great personalities. All bodies are un-retouched, raw and real.”īlume is advertising acne care by showing acne The indie personal care brand Blume is also helping change the way acne is seen and treated. #SQUISH BEAUTY SKIN#īlume recently launched an ad campaign called Celebrate Skin to sell skin care, including the brand’s Meltdown Oil for acne prone skin and the campaign notably features people with acne. The photos aren’t of people looking embarrassed, upset, or aggressively trying to rid themselves of pimples in front of a bathroom mirror. They are, rather, images of women looking peaceful and stylish, women who also happen to have acne. The brand’s campaign is not only catching the attention of consumers but of media around the world.
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