Skin care advertising isn’t exactly renowned for keeping it real – how many times have you rolled your eyes at the sight of an airbrushed 20-something model selling anti-ageing cream?

It seems that the UK is in the mood for something far more unfiltered, because a new inclusive and “flaw-embracing” skin range at ASOS is flying off the virtual shelves. Amazingly, the Skin Proud range sold one product every seven minutes during its first 24 hours on the site!

The line starts from £7.95 and nothing costs more than £14.99, so it’s helpfully inclusive of different bank balances too.

Skin Proud is fronted by unretouched models, male as well as female, of different skin tones and types to champion the message of diversity and inclusivity.

The brand is also telling customers to love their so-called imperfections, with models embracing their own unfiltered freckles, blemishes, pores and scars.

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To make the range easy to navigate, the products are split into three colour coded categories: light dawn pink for morning, mid-pink for anytime and dusky pink for evening.

It’s stylish to look at but the brand is going for substance too, focusing on key skincare ingredients backed by science. For instance, you’ll find 2% hyaluronic acid in the Smooth Talk serum, £12.95 here, and a blend of AHA and BHA exfoliants in the Detox Tonic daily exfoliator, £14.95 here.

All eight products in the line-up are 100% vegan and cruelty free too. If you want to know the ones that ASOS’s shoppers are snapping up, our spies tell us these are the current top three.

Sorbet Skin Everyday Jelly Moisturiser, £13.95 here

An oil-free lightweight jelly formula with hyaluronic acid to quench dryness and give a fresh, dewy look.

Bright Boost 2% Vitamin C Serum, £12.95 here

Promises to give skin a glow with skin-brightening vitamin C plus revitalising kakadu plum and lemon extract

Sleep Hero Overnight Sleep Mask, £14.95 here

This rich sleep-in mask contains nourishing cranberry seed oil and free radical fighting raspberry extract,

Having been sent the range to try, we can confirm we're loving the products AND the message behind them. Happy shopping, everyone!

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