“THE VISION WAS ALWAYS CELEBRATING THE BEAUTY OF PEOPLE WHO WERE VASTLY UNDERREPRESENTED”
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OUNDED in Brooklyn, New York, in 2018, Fluide has gone on to pave the way for a more accepting beauty industry, creating vegan, parabenfree products that suit all gender identities, skin tones and allow for a level of creative expression that traditional brands don’t. There’s plenty of glitter, too. They cast their models by scouting “real” people on the streets, and always try to work with queer photographers, stylists and makeup artists, as well as donating 5% of their profits to LGBTQ+ charities. One of the masterminds behind the movement, Laura Kraber, spent over fifteen years working in digital agencies, which is where she was inspired to launch the brand and in-turn, create an intimate, online community where everyone is comfortable being themselves.
In a nutshell, what is Fluide?
We Are Fluide is the gender nonconforming beauty brand that’s making makeup inclusive for all. Founder, Laura Kraber, spoke to BLUSH about why the industry needs to do more… 16
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As a brand, We Are Fluide is inspired by the idea that makeup can be a tool of transformation and a powerful means of self-actualisation. From the company’s inception, our mission has been to showcase and celebrate people of all gender expressions and identities — and portray an inclusive and expansive definition of beauty. Representing queer beauty and self-expression opens up possibilities for all; in how we look, who we are and who we want to be.
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