Cosmetics for all: 10 progressive brands
margarita virova
Important changes in young positioning Cosmetic brands in the USA and the UK have finally touched the tradition of considering makeup and skin care as an exclusively “female” habit: this year, gender neutral products and brands have become a new noticeable trend. Earlier we talked about the inclusive approach of selected brands to creating products. During this time, the line with dozens of shades of products for the skin has released various brands from KKW Beauty to CoverGirl. The future is already here - we are talking about ten brands with a fundamentally new approach to make-up.
Fenty beauty
Soon we will tell about the victories of Rihanna and her brand over stereotypes in more detail, but for now I would like to note that Fenty became the first brand with a comprehensive inclusive approach to product creation and promotion, which is under the scrutiny of the public. After the first launch of the tonal foundations in forty shades, bloggers and beauty journalists spent a couple of months testing the tools and admiring the entire Internet. In the campaigns of the brand, women and men, models with very dark skin, Muslim women are removed, and in the advertising of radiant powder from the jubilee collection you can see a full man in sparkles from head to toe. The singer herself also likes to wear her own products and show how to use them, and adequately responds to criticism - in general, while the Fenty story evokes only sympathy.
Jecca
Brand Jecca appeared in the UK last winter, and this summer was invited to participate in the program "L'Oréal Open Innovation Program", in which the giant company supports promising, according to project participants, beauty start-ups. Jessica Blacker thought about creating her own brand when she worked as an independent makeup artist: she met a lot of beauty hacks and thought that people who are in the process of a transgender transition need special cosmetics - makeup at this time can be an important part of a comfortable life. So far, there is only one product in the arsenal of the brand - the Correct & Conceal Palette palette in six shades. Two shades should be enough to block not only the redness and bruises under the eyes, but also the stubble on the chin.
Milk makeup
The brand that literally grew from the idea (more precisely, from the media about modern culture Milk) never suffered from prejudice: from its very beginning, people of different sexes and identities appeared in its instagram with simple and effective make-up. The products themselves also always looked as if they had been sent from the future: minimalistic, despite the sequins and holographic play, universal and convenient to use, and at the same time insane in some places. This year, the brand has become one hundred percent Vegan and continues to strive for the future, inventing, for example, excellent care products with hard sticks.
Fluide
Another young American brand inspired by the needs of LGBTKIA +. Its goal is to make products "for people of all gender identities and skin colors," but not only. Only those models and photographers who belong to the LGBTKIA + community are involved in the filming of the brand; according to the same principle, make-up artists working with the brand are preferred. Multicolored and ultrapigmented cosmetics will meet the expectations of makeup experimenters: while it is lipstick, variegated glitter and nail polishes, but you can call a standard assortment. In addition, the creators of Fluide list five percent of the sales to charitable organizations that provide assistance to the community — by the way, Jecca does the same. We recommend to follow the instagram brand with relaxed bright makeup and blog Future Fluide with amazing characters.
Panacea
Gender neutral can be not only makeup, but also care: more and more men and people with non-female identity are becoming consumers of cosmetics and also need moisturizer and a good cleanser. The concept of the brand Panacea was invented with an eye on the development of South Korea, where cosmetics also ceased to be a product only for women. This is a three-stage system of care that everyone can master and easily apply: a mild cleanser, moisturizer and sanskrin in strict packages - such a set will cover the minimum needs of not too whimsical skin, regardless of the gender of its owner.
Eir nyc
In the direction of a unisex image, niche brands with a story like Malin + Goetz and Aesop have always moved, and now packaged products with a discreet design and versatile appointments can also be found in the young clean beauty segment: in the US, small brands obsessed with natural extracts and other magic nature, every day becomes more and they are with the same enthusiasm trying to go beyond the traditional female audience. With Eir NYC, you can find a lot of simple daily remedies — deodorants, body oils, lip balms, and cleansing products — in convenient formats, including sticks and sprays.
Non Gender Specific
If you do not understand the first time, after reading the name, the slogan will explain to you: this is a brand for all people. The brand only debuted, and for now you can evaluate the naming and the first product - the Everything Serum serum, which for some reason promises to do everything at once: give a shine, smooth wrinkles, narrow pores, even out the complexion, without harming nature due to the vegan composition. In the future, the creator of the brand Andrew Glass promises to focus on multifunctional and versatile products - we will follow the implementation of his ideas and hope that the brand will find a way to differ from its competitors.
Sam farmer
Briton Sam Farmer was thinking about creating a brand of the same name when he turned his attention to the cosmetics of his eleven-year-old daughter. Even the names and design of deodorant packages clearly hinted that they were intended for girls, in addition to reproducing unflattering gender stereotypes: "Tease", "Be Sinful", "Minx", "Play it Sexy". At the son he found cosmetics with a naming like "Force", "Power", "Control" and "Rise". Then Farmer created a line of daily remedies that are designed for teenagers: it is logical to expect that the shower gel in concise packaging called "Body Wash" or moisturizer "Moisturizer" will not give rise to thoughts about gender identity during the morning procedures. We recommend not only adolescents, but also everyone who likes to tear off labels with annoying calls from cans.
ASOS Face + Body
ASOS's own line of make-up products looks like a great example of the fact that even a well-known brand can easily abandon limited gender positioning. Products in playful pink packages were advertised by men, women, a transgender model, a model with freckles, non-standard instagram stars - in general, what we already saw in more avant-garde Milk Makeup a couple of years ago, only for the entire Internet. Mark decided to discuss gender and gender in advertising videos - it’s great in itself. It should be added that the brand's new products are quite appropriate: we liked the fun pencils, which can be used to paint not only the face, but also the body.
MAC Cosmetics
Let us leave the brand, which made openness and inclusiveness a part of its approach, long ago: the original professional tools for filming were loved by many celebrities from the beauty industry and show business, all sorts of bold collaborations became a habit, and the main expression of the idea today is the slogan " All Ages, All Races, All Genders. " Makeup artists come to look for bright colors, persistent and pigmented textures and other special cosmetics in MAC corners, despite the fact that there are quite a few competitors on the brand's field in recent years, and the brand continues to pedal the idea of diversity: it makes collaborations with transgender celebrities and male beauty bloggers , continues to produce charitable lipsticks and invariably pleases with the breadth of choice.
Photo:Fenty Beauty (1, 2), Jecca, Milk Makeup (1, 2), Fluide (1, 2), Panacea (1, 2), Eir NYC (1, 2), Non Gender Specific, Sam Farmer (1, 2 ), ASOS (1, 2), MAC Cosmetics (1, 2)