![]() ![]() We were trialling and testing under eye masks from all around the world and I hated how you wore them once then had to throw them away. No one likes acne, but covering a cyst with a flower diamante patch can help cheer you up slightly! I love that the Cherry Eye & Cheek Masks are reusable - was this intentional when you were developing them or something you discovered along the way? We're all about embracing the skin you're in, while having fun with it. Our stuff celebrates flaws that other beauty brands would retouch out. What do you think makes Squish stand out from other brands? We felt there were way too many brands doing the millennial/minimalist pink thing and it's getting a bit tiresome. Well, it's not millennial pink for one! We've gone down the hot pink, 90s route which I think is cute in its own stand-out way. We have tried to be as sustainable as we can in regards to packaging, but the beauty industry still has a long way to go before it's considered 'eco-friendly.' What void do you think Squish fills in the current beauty market? The more research we did, we realised how badly parabens can affect women's hormones as well, and as someone who has hormonal problems, I just didn't feel comfortable producing cheap products that could harm someone in the long run. We turned down a ton of manufacturers who insisted on putting palm oil into things, and I just couldn't - it's so bad for both you and the planet. We knew from the get go that the products had to be suitable for sensitive skin, and couldn't contain anything 'bad' in them like palm oil, parabens or sulphates. ![]() It's about staying hydrated as much as you can! What was most important to you when creating these products? The patches and eye masks are things you'd leave by your bed or in your bathroom cabinet, while you can carry the gloss around with you day-to-day. We knew, after making the Cherry's, that a hydrating kit would be a lovely starter set for someone. So I began sketching and the Cherry Mask was born! The initial product assortment is fun, quirky and most of all, effective. I didn't want acne products to feel clinical or boring, for example, and I felt like the eye masks could depuff a lot more than just your under-eyes. Korean products work, but they also look cute. I love Korean beauty products and felt like there was a gap missing for products like that in the West. But I don't like to go on timelines, so decided to start my own line now! How did you come up with the initial idea for Squish? I used to say to people that when I was older, I would set up a beauty brand. I love to test products out and feel like I have a good sense of what works and doesn't work. I love make-up and everything about it - the packaging, the formulas, the way you apply it. You’ve spent quite a few years in the modeling industry, what made you want to get in the skincare/beauty game? We caught up to hear more about her pivot to the beauty world and what sets the Squish products apart from all the rest. ![]() The vegan line’s first product assortment includes a lip gloss, a hydrating cheek and eye mask, and hydrocolloid acne patches. Squish Beauty is all about celebrating flaws and embracing the skin you’re in - not covering it up. The model, author and founder of The All Womxn Project launched her first brand, Squish Beauty, in August with a bold campaign featuring a diverse cast of models, including Howard. Charli Howard can now add another title to her resume: brand founder. ![]()
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