Model, writer and anti body-shaming activist Charli Howard, 28, has added one other string to her bow with the launch of Squish Beauty. The primary drop of playful cherry-shaped eye and cheek masks, flower-shaped pimples patches, and a transparent lip gloss is presented by a beautifully diverse group of models, including Munroe Bergdorf, Jillian Mercado and, after all, Charli herself.

Inspired by her own experiences with sensitive skin as a teen, Charli got down to create a brand that focuses on embracing ‘flaws’ as a substitute of hiding them. “From day one, I wanted to make use of role models with real skin in my brand images – girls with pimples, girls with scars, girl with cellulite – but who’ve voices and great personalities,” she told Teen Vogue. The models range from size 0 to size 20, and 4”11 to six”2 in height. “All bodies are un-retouched, raw and real,” Charli adds.

Charli desires to normalise the undeniable fact that no person has totally flawless skin. By casting models with diverse skin types (including models with pimples), she hopes we will all turn into more confident about our appearance. Also featured within the launch campaign are curve models Carmen Fozzard, Wren Parker and Lulu Bonfils, androgynous brothers Jake and Joseph DuPont, dark skin babe Seynabou Cisse, redhead Yi Yang, Brooklyn rapper Leaf, petite Afro-Hawaiian model Taija Kerr, and monobrow queen Sophia Hadjipanteli.

As for the science part, the cherry eye and cheek masks are designed to de-puff and hydrate your skin, and include a hydrogel that helps prevent breakouts. The pimples patches promise to dry out pimples spots and stop them from getting any larger. And the clear, 90s-style lip gloss will keep you looking fresh all hot-girl-summer long.