New beauty campaign by Missguided celebrates scars, birth marks and skin conditions

A new campaign by Missguided is celebrating women with unique skin features.

The British fashion retailer’s campaign, which uses the hash tag #inyourownskin, features six women with varying skin conditions, including psoriasis, scars, albinism, birthmarks and freckles.

It writes:

As a continuation of our #KeepOnBeingYou movement, we collaborated with six empowering women who have inspired us to capture their uniqueness in our #InYourOwnSkin campaign.

These babes continue to challenge the world’s perception of beauty and exude the confidence to be comfortable #InYourOwnSkin.

Polly 'learned to love' her freckles.

Maya, who has a rare skin condition called epidermolysis bullosa uses modelling to inspire people and raise awareness about it.

Beth has psoriasis, and Missguided was the first time she had modelled.

Plus-size model Joanna is known for her striking features. She has albinism and wants to challenge society’s definition of ‘imperfections

Isabella was scarred in a fire at the age of 17, but hopes that disfiguration can be normalised through modelling.

And Mariana, who was born with a birth mark on her face

People are loving it.

And are thanking the models for redefining beauty standards and giving them something to identify with.

'Props to Missguided'.