Fashion brand Free People has joined the ‘real marketing’ movement and employed non-model customers to promote its new beauty and wellness line.

The six women, Kristin Henry, Courtney Halverson, Alissa Castleton, Michelle Collins, and Katerina Miras, each have a portrait and model something from the range to showcase their best feature, such as eyes, lips or face.

Featuring products such as matte lipstick and the resin incense kit, the new collection is among the many brands that are calling on ‘real’ people to promote their products.

Speaking to Allure, Free People’s Art Director Lauren Cohan said, “For our November catalog, we wanted to dedicate a special section to our lovely FP Me customers and celebrate their natural beauty. We’re so inspired by the spirit of the photos that they post and felt it was essential to include that feeling in the campaign.”