I’m Charli - a model, author, body positive activist & now founder of Squish, a cheeky, hydrating & inclusive skincare brand i’m really proud to bring to the market.
Skincare shouldn't be boring. Me and my business partner, Ben, worked on creating a brand that celebrates diversity & aims to help everyone accept & have fun with their skin.
Squish was born when I couldn’t find an eye mask that de-puffed the key areas of my face. I don’t know about you, but I find most eye masks don’t really do much for the puffiness around my cheeks. So, after a bit of sketching on a post-it note (and numerous rounds of testing), the Cheeky Cherry Eye & Cheek mask was born!
Around the time we started working on Squish, my sister went on roaccutane - a really strong drug for acne which dries out every part of your body - and I discovered that a lot of skincare products absorb moisture, rather than distributing it.
I myself have suffered with acne over the years (not to mention TONS of other models I know), and I’ve learnt just how beneficial hydration can be - not only for people with blemishes, but for people who deal with side effects of every day life, like commuting, partying & even air con.
With that in mind, we started working on our non-sticky, hydrating & moisture-retaining Jelly Lip Gloss, which won't dry out your lips, as well as our super cute, non-drying Flower Power Acne Patches, which help bring whiteheads to the surface.
Imagery is important, too. I believe young people should see REAL skin, which is why we’ve chosen not to retouch any of our models’ bodies. I really wanted customers to see so-called 'flaws' like acne, love handles, scars and cellulite photographed in a beauty campaign, as these things are very often photoshopped out.
We’ve used 19 models for our launch (20 if you include Udon the dog), varying from a size 0 to a size 20, as well as featuring numerous skin colours, genders and ethnicities. We're still working on it, but if a small start-up like us can book a diverse range of models, then so can these brands with mega $$$ to spend.
I really hope you like Squish and remember to tag the brand on Instagram at @squish.beauty with the #lovemysquish hashtag - I’d love to see your selfies!
love, Charli xoxo
look, we’re not perfect. we're totally aware of how wasteful & damaging the beauty industry can be on the environment. but minimizing our carbon-footprint is something we’ve been actively working on from the beginning and is something we're very passionate about improving.
here’s some info about our products & what we’re doing to make squish as
eco-friendly as possible!
first things first...
absolutely NONE of our products are tested on animals. we only ever test our products on ourselves - besides, it’s a fun part of the process!
we would never manufacture products that were harmful to skin and rejected a lot of formulas before finding the right ones. our products are tested to the highest standards; are paraben, petroleum, perfume & sulphate free; are suitable for all skin types & are both FDA & EU approved.
our squish pouches
some of our competitors give away free bags that may look cute on instagram, but which never bio-degrade. there's no point giving out bags to customers if they break after a few times or are made from cheap plastic - it just means you’ll throw them away & they’ll be left on a landfill somewhere, unable to be recycled. (bubble wrap & tissue paper, for example, do not bio-degrade.)
we are pleased to say our pouches are made from EVA plastic, which are completely biodegradable & which dissolve quicker on a landfill site than other plastics. they were a bit more expensive to make, but we personally didn’t feel comfortable making bags we knew would harm the environment further.
if taken care of, our pouches can be used for many things - like carrying snacks to work, a place to store your tampons & sanitary towels, somewhere to store dog treats, etc etc.
we obviously don’t encourage you to stuff them full of items (as the zip will break), but we DO encourage you to re-use them as much as you can!
also, if you're feeling particularly environmentally friendly, just click the 'no bag' option at the checkout and we won't ship one with your order!
one of our biggest gripes is ordering a product that comes in boxes and boxes of packaging. our squish boxes are sent as they are, ready to be opened as soon as they arrive!
our shipping boxes are made from corrugated cardboard and are 100% recyclable. our tape is also 100% recyclable!!
we decided against putting tissue paper or bubble wrap in our boxes to ship our products in - it’s just unnecessary & wasteful. our cardboard boxes are already stiff & rigid enough to protect the products inside - that’s why we ordered them from our manufacturer!
we pack & rigorously check our products from our warehouse in brooklyn, but if you open a box & the products arrive ripped or damaged, we’ll happily replace them for free! just send a photo to firstname.lastname@example.org with your order number and we’ll get back to you ASAP.
we are against single-use plastics and so worked on creating products that could be re-used in some form or another.
if handled carefully, our Cherry Eye & Cheek masks can be used up to three times. our cherry masks are thicker than the average masks on the market, meaning they can go a lot further. simply put the cherries back in the tray, seal the pack with tape and store in the fridge! good for your wallet; better for the environment.
the crystals we've used on our Flower Acne patches are made from glass and NOT plastic. while the acne patches themselves can only be worn once for hygienic reasons, we recommend using the crystals to decorate phone cases or other accessories you own! (our founder, charli, has done this on hers and it looks so cute.)
our Jelly Lip Gloss tubes do come in a plastic tube, but we opted out of putting them in a box or tube with a brush. what you see is what you get!
if you have any feedback or tips on how we can improve, please drop us a line at email@example.com. we'd love to hear your thoughts!
we work from a small studio in brooklyn, new york and meticulously study each & every product & shipment before sending.
we want your experience with squish to be a great one, but sometimes, no matter how hard we try, things fall out of our control.
we believe that you should receive the best customer service and products you are proud to own, and so we will do our upmost to make your experience with us a memorable one!
due to hygiene reasons, we cannot accept returns on our cosmetic items (including unopened goods). however, if you experience a problem with any of your products, simply drop us a line at firstname.lastname@example.org with a photo and your order number and we will happily replace your product for free!