By Grace Mantjiu
The global beauty landscape is changing and breaking free from the stereotypical view that has boxed us for many years. For a while, we were conditioned to classify certain colours and products as feminine or masculine. As gender diversity becomes prevalent, we are seeing more products with neutral-shaded packaging making it easier for anyone to purchase. Genderless beauty is the new unisex 2.0 and has truly hit the mainstream. Is it a trend? We reckon it’s the new normal, a movement that is here to stay.
For centuries, men painted their nails, wore eyeliner, and even a little bit of face powder. This goes as far back as ancient Egypt, where men used black pigment to create cat-eye designs. Dramatic eyeliner was worn to present wealth or status. It wasn’t until the 20th century that the beauty sphere became evidently gendered.
Is the shift necessary? Yes, it is, because ingredients have no gender! The role of beauty is to inspire us to be unapologetic about who we are, encouraging gender freedom and building new fluid futures.
Is this movement influenced by Generation Z?
Gen Zs (born between 1995 and 2009) are a digitally native generation, using social media to express their demands and putting brands under pressure to respond faster with accountability, authenticity, sustainability, and purpose.
They prioritise holistic wellness, self-expression, and value for money. This generation relied on beauty and self-care rituals for comfort during the pandemic, so their idea of beauty is no surprise at all. Inclusion and diversity are important to who they are.
Brands embracing the gender-neutral movement
Calvin Klein introduced the unisex CK One scent in the 90s, blurring the lines and boundaries of gender, and launching a revolution in the perfume world. In 1994, MAC debuted its first VivaGlam campaign with RuPaul. Today, we have brands such as Dove ditching the word “normal” in their messaging and Fenty making a mark with its holistic concept of inclusion and equality.
Here are some inclusive products that should be on your radar:
UOMA Beauty Double Take Highlight and Contour Stick
A multi-tasking gem with a contour and highlight shade, saving you space in your makeup bag. Enriched with lychee extract for hydration, this convenient stick formula has a glass-skin finish to give you that lit-from-within glow.
Fenty Skin Melt Awf Jelly Oil Makeup-Melting Cleanser
Snatch hydrated skin with this unique jelly-textured cleanser from Fenty. It features a luxe blend of nine oils to condition skin while cleansing it. It is also gentle enough to use around the eye area, so no more red, cloudy eyes. It’s vegan, gluten-free, and earth-conscious!
Pat McGrath Skin Fetish: Sublime Perfection Setting Powder
This ultra-weightless loose-setting powder delivers a sheer veil of coverage, ensuring skin looks naturally refined. The formula blends effortlessly, blurring out the look of imperfections for a look that remains flawless.