The newest update to the so-called inclusive beauty movement? The rising popularity of gender neutral personal care brands and products. Whether they’re called gender fluid, gender free, or gender neutral, genderless personal care is seriously shaking up the cosmetic and personal care marketplace – and experts predict their segment will continue to expand.
As the 2018 Mintel Global Beauty Trends report noted: “Consumers are moving away from traditional gender stereotypes and expectations. As such, they are going to come to expect brands to push a gender-neutral message to the fore of their new product development and marketing campaigns.”
Interested in this blossoming market? Check out these six visionary brands that are shaking up the beauty industry by delivering luxurious skincare, fun-focused makeup, and results-driven personal care products for all consumers, regardless of gender.
Non Gender Specific
Self-proclaimed as the “Brand for Every Human” this new skincare line offers just a single product, The Everything Serum, which is good for well, everything!
Consumers…are going to come to expect brands to push a gender-neutral message to the fore.
Founder Andrew Glass previously ran global business at EvolutionMan (a skincare line for men) and decided to leave to launch a gender-free, minimalistic skincare line anyone could benefit from.
“I realized how segregated the industry had become, and it became my mission to change that. As a minimalist at heart, I was frustrated feeling like I needed 10 different products to ‘get the job’ done and make my skin look good,” Glass said in an interview with PopSugar.
NSG plans to roll out more “hero” skincare products in the coming months.
JECCA
Makeup artist Jessica Blackler founded cosmetics brand JECCA with the belief that #MakeupHasNoGender. Blackler started out as a freelance makeup artist, and later began to tailor her work to serve the needs of the transgender community.
After becoming frustrated with the limitations conventional makeup products created for her trans clients, Blacker decided to launch JECCA, a makeup line specifically designed for the transgender community. Right now the small but buzzy lines offers their Correct & Concealer Palette in a multitude of shades and earned applause and attention from everyone to The Independent to Vogue to L’Oreal, who recently invited Blacker into their Open Innovation program.
Panacea Skincare
This gender-neutral skin care brand took the complex 10-step Korean skincare routine and simplified the process down to three vital components: cleansing, moisturizing, and sunscreen.
Panacea’s cleanser, moisturizer and sunscreen come in beautifully minimal packaging and the products have made a loud splash on the Internet, garnering rave reviews from consumers and celebrities like hairstylist to the stars, Jen Atkin. Not to mention, almost 98% of the reviews for the brand’s Aegis Kit are five stars.
Malin + Goetz
“Simple Skincare Solutions” is this heavy hitter’s tagline and for good reason. Since 2004, Malin + Goetz has offered up beloved skin care products for consumers with sensitive skin in their iconic, gender-neutral packaging.
Over time, this brand has expanded from face, body, and hair to also include fragrance, a segment of the gender free market that has steadily expanded over the past year.
Fluide
With bright, fun branding Fluide touts itself as “makeup for him, her, them, everyone.” Fluide current offerings include a liquid lipstick, nail polish, and glitter, free from various artificial ingredients.
With a distinct focus on makeup as a “tool of transformation” Fluide has earned raves for its “’celebratory, and glam, vibrant and engaging and beautiful,” vibe from Paper Magazine and scored thumbs up from the likes of Buzzfeed, Elite Daily, and Allure.
“Having seen the rows of products, pink, pouty and submissive packaging aimed at my daughter and steel grey, macho stuff intended for my son, I left determined to do something about it.”
Sam Farmer
SamFarmer
The first in its kind, SamFarmer is a gender-free personal care line specifically for young adults. This UK personal care line was launched after founder Sam Farmer went to purchase deodorant for his teenage son and daughter and became disturbed by the gendered packaging and branding.
“Having seen the rows of products, pink, pouty and submissive packaging aimed at my daughter and steel grey, macho stuff intended for my son, I left determined to do something about it,” Farmer says on his eponymous site.
The offerings include a shampoo, conditioner, facial cleanser, body cleanser, and a moisturizer, all designed to help adolescents maintain great health, hygiene, and glowing skin.
