Wearing makeup is about so much more than accessorizing your look. It is often used as a tool of expression. And while people of all genders have been wearing makeup for decades, it’s an industry that has only been marketed to one gender: women. But Fluide is disrupting that narrative with its new makeup line and marketing concept.
A collection of colorful makeup for all genders, gender identities and skin tones, Fluide believes “beauty is malleable, political, powerful and playful.” Launched in 2018 and co-founded by Isabella Giancarlo and Laura Kraber, the collection is cruelty-free and boasts vibrant colors. “When starting Fluide, I knew that a younger me was dying to see queer beauty represented by queer people,” says Co-Founder and Chief Creative Officer, Isabella Giancarlo.
Unlike other brands that ramp up their LGBTQ marketing during Pride Month or have started capitalizing on the the emerging visibility of non-binary people, Fluide is not one of those bandwagon brands. Fluide’s inclusiveness is the brand. Just take a scroll through their website and images. Recognizing that representation matters, their website beautifully showcases diverse people of all genders, gender expressions, races and ethnicities wearing the collection. In addition to their inclusive marketing and representation, the company also donates a percentage of their proceeds to LGBTQ organizations. The brand really does believe in a “future where radical inventiveness and queer kinship thrive.”
As of now, Fluide offers colorful liquid lipsticks, iridescent glosses, bold nail polishes, and loose glitters. Some of the lipsticks have a matte finish, while others take on a more vibrant sheen. Plus, all of their liquid lipsticks are safe to use as eye makeup! So go ahead and mix it up; the colors combinations are endless.
Seeing that makeup has never really been strictly for women, it’s time the marketing industry catches up to our more inclusive culture. In the meantime, check out Fluide’s colorful makeup collection and express yourselves however you like.
