ESTAS Beauty Partners with Sports Illustrated Swim Model Kelly Hughes

Premium scar care brand, ESTAS Beauty, has partnered with Kelly Hughes —the first-ever model to be featured in Sports Illustrated Swim edition showing her c-section scar—to encourage others to do the same.

After the May issue of Sports Illustrated dropped with an  image of Hughes in a bikini showing off her c-section scar, Hughes was flooded with messages of gratitude and was overwhelmed by the reaction.

“After reading your messages and seeing how empowered and represented you felt seeing my photo in Sports Illustrated, I thought how much greater would it be if you could see 100's or 1000's of people's photos embracing their scars.”

ESTAS Beauty Founders Cristina Beltran and Alejandra Thompson, experienced their own scar shame after their respective surgeries which became a catalyst for starting their company. ESTAS offers a luxury skincare solution to the more than 100 million people who obtain a scar every year: a scarcare routine that not only helps improve the appearance of scars, but also aims to help people feel empowered by them, they said,

ESTAS (Every Scar Tells A Story)  Beauty was a Happi Indie Inc profile in February.

ESTAS Beauty and Hughes want hope to spread that feeling of empowerment and change the societal stigma around scars with the #ScarLoveChallenge. The challenge encourages participants to reinterpret Kelly's photo showing off their own scars using hashtag #ScarLoveChallenge and challenging friends to join the movement.

Every time a  #ScarLoveChallenge photo is posted, Estas will donate $1 to World of Children, helping disadvantaged children around the globe, up to $1000.00. By posting with #ScarLoveChallenge participants are entered into a contest to win an Estas Essentials ($135 value). Three sets will be given away throughout June, according to the company.

“Your photo could be the spark that helps someone feel better in their own skin,” said Thompson.
“We want to create a community where we can come together and encourage each other to embrace our scars. Instead of hiding them, let's celebrate them and show them off!” said Beltran.