How Looks Like Me turned one child’s question into a casting agency

When Selma Nicholls’ three-year-old daughter said she did not want to be brown anymore, everything changed. Selma realised that reassurance at home was not enough. Her daughter needed to see children who looked like her in films, adverts and culture.

So Selma registered Looks Like Me and set out to change what representation looked like in media and advertising.

In this episode of The Jump, Selma shares how she turned a deeply personal moment into a business, how a Virgin StartUp loan helped her create her first lookbook, and how rejection became fuel. From pitching brands with no industry roadmap to casting children for campaigns including Black Panther-inspired content and Beyoncé’s Brown Skin Girl, this is a story about identity, courage, motherhood, and acting on the idea you cannot ignore.

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This episode is brought to you in partnership with Virgin Money, supporting founders with brighter business banking.

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