Credit: Courtesy of Free People

This never gets old. Non-models taking center stage, giving us all the diversity and realness? Hell to the yes.

For Free People’s November catalog, the brand cast real customers and the images are refreshing, to say the least. While this is somewhat becoming a trend among designers and beauty brands, it’s the kind of trend that we absolutely positively want to see more of. Much like the fashion-ification of sweatpants, this is the trend that just keeps giving. As Allure reports, the campaign featured six Free People customers from their FP Me community, including Kristin Henry, Courtney Halverson, Alissa Castleton, Michelle Collins, and Katerina Miras.

Credit: Courtesy of Free People

Free People’s “models” highlighted their favorite beauty feature in the portrait series, promoting the Jam lip color (a long-lasting, hydrating lipstick), Axiology matte lipstick (bonus— it’s vegan), Ayu scented oils, and Rootfoot resin incense kit.

Credit: Courtesy of Free People

If you’ve been sleeping on FP’s beauty section, ummm…wake up! They have tons of goodies you’ll want to add to cart like this Kopari coconut body milk, Pangea Organics body oil, and this concrete essential oil burner by Page Thirty Three.

Who should be the next cosmetic line to serve up a little non-model realness? We’re thinking someone edgy like Tom Ford or Urban Decay, someone playful like Too Faced, or a brand that celebrates diversity, like Iman Cosmetics or Kat Von D.

Credit: Courtesy of Free People
Credit: Courtesy of Free People

You can shop the entire beauty offering from Free People here.