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Selma Nicholls is CEO and Founder of Looks Like Me, a talent agency that aims to redefine beauty by raising the profile of underrepresented groups in the fashion and advertising world. With more than a decade of experience working as a producer in theatre and dance since graduating from London Contemporary Dance School, Selma has worked on productions with organisations such as East London Dance (eld), LIFT (London International Festival of Theatre) and Creative Engagement, following her dream to work in the arts sector. Increasingly, Selma realised there was a gap in the market to give underrepresented groups visibility in the arts and fashion world and to drive advertising communications to do the same. So in 2016, she set up her own talent agency to do just that. The name of the agency, Looks Like Me, was inspired by her three year old daughter, Riley-Ann, who questioned her own identity when she saw limited imagery of children that looked like her in the media and asked why. With a background in creating content, casting and production, Selma designed and developed tailored workshops, editorials and castings that would open the door for black and ethnic minority groups to be more visible by challenging the status quo in the world of brand communications.Locked Pro Plan feature