AMPLIFY
Four things we can learn from brands embracing genderless beauty
Beauty brands are evolving quickly
1. Make-up is gender uid More than half of Gen Zers say that gender is non-binary and encompasses a spectrum. Brands like We are Fluide o er an authentic make-up space that is welcoming to all, amplifying the voices of gender-expansive identities and inspiring their consumers to showcase their beauty on their own terms. 2. Don’t believe the gendered skin care hype The long-held industry belief of men and women’s skincare products addressing necessary gender-speci c skin concerns is being challenged by a new inquisitive and increasingly gender- uid generation of buyers. Brands like
“The beauty industry has a real and very small window of opportunity to get onto this now. Whoever does it rst, there's going to be a true winner when you do value and recognise this community.”
Fenty Skin are creating a new culture of skincare, where gender is not at the forefront of their marketing and adverts
David Yi, Founder of Very Good Light
showcase men, women and non-binary people equally. 3. There are no rules to fragrance Genderless scents were rst popularised in the 90s by Calvin Klein’s CK One but for the fragrance industry, genderless beauty is a trend that goes beyond the moment. Perfumery brands have a unique opportunity to target
Image Credit: We Are Fluide
consumers who enjoy playing with di erent gender coded scents as well as consumers who enjoy sharing perfumes with their partners.
40% Post-pandemic spike in skincare and 20% increased interest in make-up amongst Japanese men
4. The West needs to play catch-up The Asian market is at the forefront of inclusive beauty. Results show that post-pandemic, there was a 40% increased interest in skincare and 20% increased interest in make-up amongst Japanese men. The popularity of K-Pop idols has had a huge in uence in this space and brands like Shiseido claimed that its male makeup line saw doubledigit growth during the pandemic, headed by Japanese businessmen in their 40s.
Image Credit: Fenty Beauty
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