Model, author and anti body-shaming activist Charli Howard, 28, has added another string to her bow with the launch of Squish Beauty. The first drop of playful cherry-shaped eye and cheek masks, flower-shaped acne patches, and a clear lip gloss is presented by a beautifully diverse group of models, including Munroe Bergdorf, Jillian Mercado and, of course, Charli herself.

Inspired by her own experiences with sensitive skin as a teen, Charli set out to create a brand that focuses on embracing ‘flaws’ instead of hiding them. “From day one, I wanted to use role models with real skin in my brand images – girls with acne, girls with scars, girl with cellulite – but who have voices and great personalities,” she told Teen Vogue. The models range from size 0 to size 20, and 4”11 to 6”2 in height. “All bodies are un-retouched, raw and real,” Charli adds.

Charli wants to normalise the fact that nobody has totally flawless skin. By casting models with diverse skin types (including models with acne), she hopes we can all become more confident about our appearance. Also featured in 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 acne patches promise to dry out acne spots and stop them from getting any bigger. And the clear, 90s-style lip gloss will keep you looking fresh all hot-girl-summer long.