‘For her’ and ‘for him’ are being replaced by ‘for you’ as consumers increasingly view gender as fluid, and are drawn to clean products that focus on skin type and concerns, rather than a traditional gender-binary approach. CEW’s Beauty News reviews some of the newest players in this growing category.


Non Gender Specific

Brand Positioning: With a tag line, The Brand for all Humans, Non Gender Specific is product- and ingredient-based. The brand’s mission, beyond having no gender boundaries, is to reduce consumer waste by creating multifunctional products that address a wide range of skin concerns.
Product Portfolio: There are currently three products. There’s the Everything Serum formulated to brighten and firm skin thanks to 17 vegan and cruelty-free ingredients including nettle leaf, grape seed oil, algae extract and edelweiss flower. Then there’s Everything Cleanser, a green, clean gel cleanser with more than 20 natural ingredients such as kelp and pine bark. Lastly there’s Flooid, a gender neutral fragrance with a fresh twist.
Brand Differentiator: Non Gender Specific won the Clean Beauty Awards in 2018 for its Everything Serum, which sold more than 40,000 bottles in its first year. Non Gender Specific’s products target at least seven skin concerns with each formula.

Fluide
Brand Positioning: Fluide is makeup for everyone spanning lip, eye, nail and glitter. The brand celebrates all genders and skin tones with colorful products that focus on makeup as a tool for transformation and self-actualization. Fluide’s brand personality is quirky, playful and irreverent. The brand celebrates LGBTQ+ and gender non-conforming identities.
Product Portfolio: Fluide’s ultra-pigmented liquid lipsticks, non-sticky lip gloss and glitters are the stars of its collection. The brand’s long-lasting nail polish is free of seven chemicals typically found in nail polish including formaldehyde, parabens, cruelty and phthalates.
Brand Differentiator: Fluide partners and donates to non-profits focused on LGBTQ+ health and advocacy.

Context
Brand Positioning: Context features clean beauty and skin care products that are derived from natural ingredients such as herbal extracts and botanical oils. The brand prioritizes skin health and is gender agnostic. Products are formulated for all skin types. The product range is free from chemicals, parabens and phthalates.
Product Portfolio: Bestselling products include White Charcoal Detox Mask (with Binchotan white charcoal powder), Oil-Free Daily Moisturizer SPF 15 and Vitamin C All Day Eye Cream.
Brand Differentiator: Context aims to strip laborious skin care routines down to essential steps by way of a minimalist aesthetic and jargon-free marketing.

Jecca Blac
Brand Positioning: Jecca Blac’s founder, London makeup artist Jessica Blackler, created the brand after receiving a number of requests for makeup tips from transgender clients. Inclusivity is baked into the brand’s DNA. Jecca Blac’s mantra is #makeuphasnogender. Products are natural, PETA and vegan-certified.
Product Portfolio: Jecca Blac products are created for everyone and meant to be all inclusive across the board. However, certain products, such as the Correct & Conceal Palette, which is formulated to cover stubborn beard shadows (as well as blemishes), were designed with the trans consumer in mind. The brand’s Sculpt & Soften Palette, a contouring kit, creates a softer chin and gentler jawline.
Brand Differentiator: Jecca Blac donates 5 percent of profits to Stonewall, a lesbian, gay, bisexual and transgender rights charity in the U.K.

Panacea Skincare
Brand Positioning: Panacea Skincare focuses on high-quality skin care essentials. Though the brand was inspired by the 10+-plus step K-Beauty routine, Panacea Skincare has simplified this to three essentials: cleanser, moisturizer and SPF. The products are made without parabens and sulphates, and are vegan and cruelty-free.
Product Portfolio: Panacea Skincare’s products are formulated for daily use with ingredients such as hyaluronic acid in the Daily Facial Cleanser, and Japanese seaweed and fig extract in the Daily Facial Moisturizer which has a gel-like texture.
Brand Differentiator: Panacea Skincare is a modern, minimalist brand that prioritizes diversity, viewing gender fluidity as merely one facet of total inclusivity.

Asarai
Brand Positioning: Asarai is naturopath-developed skin care that aims to connect people to nature through its ingredients sourced from Australia, including Kakadu plum, red clay, white kaolin clay, and rainforest lime fruit extract.
Product Portfolio: Earth Tones Face Mask harnesses the ancient healing properties of Australian red clay from the Outback to detoxify and brighten the skin. Ultra Light Moisture Cream, with Kakadu plum and antioxidant-rich linden flower, is a light barrier that provides fast-absorbing hydration – appealing as both a pre-makeup primer and moisturizer. Most formulations do not contain water, reducing the need for preservatives.
Brand Differentiator: In a sea of sleek, white, minimalist brands, Asarai’s bright and uplifting yellow packaging connects with all genders, and commands attention. The brand donates 1 percent of sales to the 1% For The Planet international organization.