Selma has been casting since 2016, founded Looks Like Me Casting raising the profile of underrepresented groups featured in mainstream content. She casts ad campaigns, commercials and works extensively with young performers.

Motivated by her daughter Riley-Ann, who questioned her own identity due to the limited visibility of children that looked like her on billboards, theatre shows, the big screen, magazines and within advertising content during 2015.

Selma decided to create the change she wanted children and the world to see. Setting up Looks Like Me with a commitment to demonstrate the importance of representation in casting and content creation.