First came KNC and then came Squish. The new targeted beauty brand capturing our attention.
Squish is a fun, hydrating and inclusive skincare brand- which is also vegan, paraben, sulphate and cruelty- free.
Founded by girl boss Charli Howard- a model, author and body positive activist, Squish was created from Charli’s desire to make the skincare industry more vibrant and all inclusive.
Charli’s aim was simple, to create skincare that enabled people to embrace and have fun with their own skin, as well as celebrating diversity.
Her very first Squish product was born after Charli was left frustrated with being unable to find an eye mask that de-puffed the key areas of her face. After doing a bit of researching and her fair share of testing, the Cheeky Cherry Eye & Cheek Mask was born.
The refreshing hydrogel masks visibly de-puff, hydrate and cool the face and come in a unique cherry shape to reach the areas other eye masks don't.
The skincare revelations did not stop there, with Charli noticing that a lot of skincare products absorb moisture, rather than distributing it. As an acne sufferer, Charli knew how important hydration was for the skin- not only for people with blemishes, but for people who deal with side effects of everyday life, like commuting, partying & even air con.
With that in mind, Charli started working on a non-sticky, hydrating & moisture-retaining Jelly Lip Gloss, designed to not let lips dry out, as well as the super cute, non-drying Flower Power Acne Patches, which heal and protect blemishes.
With Charli being a body positive activist, she wanted to make sure that real skin was represented within her brand, so made the conscious decision not to retouch any of the imagery promoting her products.
Her goal is to celebrate every so-called ‘flaw’: acne, love handles, scars and cellulite- features that are often photoshopped out in beauty campaigns!
We lover her passion for diversity and are really excited to see what’s next for Squish.
We don’t doubt that the future looks bright for this cheeky, all-inclusive, flaw embracing skincare brand!
Follow Squish: @squish.beauty
