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The global beauty community is becoming more inclusive than ever before, with more than two thirds of Gen Z welcoming content from beauty influencers of a different gender identity than their own.
People who purchase gender-inclusive beauty cannot be defined by their demographic. Whether they are a cis-gender man or a non-binary person, the importance of genderless beauty is recognising that people shouldn’t be restricted to the archaic standards of gender to express their physical beauty.
United by a set of core values, brands need to reflect what matters to this audience.
Young people are driven by by their identity and seek experimentation, play and flexibility in who they are and how they present themselves to the world.
“Regardless of the gender it’s being marketed to, scent is a way of expressing my individuality. I like to pick up unique fragrances that speak to me as a person and express a part of who I am”
Yusuf Ntahilaja (He/Him)
In a sea of perfected curations of what beauty should be, young people are re-writing the definition through creative expression and experimentation.
“Beyond the idea of enhancing your features, make-up can enhance who you are. It can convey religious, cultural or hierarchal significance. People can other themselves from the entire human race through makeup. There are so many creative facets of beauty to pour into, no matter who you are”
Model & Multimedia Artist
Young people can spot inauthenticity from a mile away, and creators want to collaborate with brands that have a deeper commitment to who they are and what they believe in.
“I think it’s important to be gender inclusive but I feel like beauty brands are doing it as a trend. I worry that it’ll go back to the way it was when it’s no longer cool or fashionable.”
Akeil Onwukwe-Adamson (He/Him)
Founder of Queer Bruk