4 minute read
The gender-neutral beauty brand changing the game
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…
Celebrating beauty F 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? 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. blushmagazine.org.uk
In the words of activist and Children’s Defense Founder, Marian Wright Edelman, “you can’t be what you can’t see” and I see our value in representing the beauty and power of black, brown, gender non-conforming, queer and trans faces and telling their stories through our digital platforms whenever we can.
Why did the 2018 launch of Fluide feel like the right time?
As a parent, I’ve been so inspired by the teenagers who are leading the way in creating a more expansive understanding of gender identity. Through their engagement and activism, they’re creating a worldwide movement and paving the way for everyone who comes after them.
For me, personally, the company represents an opportunity to recognise and honour the shift in our culture. Through creating an online community and content platform as well as products that were marketed specifically with genderexpansive identities in mind, we validate and support non-binary identities. occupy a tiny corner. We are sharing and speaking with our community of fans (not haters) — so we’re very fortunate in not attracting very much negativity.
How do your products and colour choices translate into your genderless approach to beauty?
As a brand, we embody a non-prescriptive approach to beauty, in that each product is multi-purpose and versatile. Many of us have a complicated history with makeup, and our products are designed to be easy, wearable, and fun.
Our key focus is on pigmentation and making sure that our products look great on all skin tones. Our shade selection and development is always based on the goal of complementing a wide range of skin tones.
Where are other brands missing the mark on inclusivity?
We created the company to embody and embrace gender expansive beauty and
Why does the world need a brand like Fluide right now?
Our goal is to evolve the mainstream conception of “beauty” while creating a space for people to express themselves authentically. To us, “all genders beauty” means showcasing a wide range of gender identities and gender expressions in our models and considering the needs of a wider range of people and the types of products they might like. We want to demonstrate that you can discard all your preconceived notions of what makeup is supposed to look like and who it’s for, and instead use makeup as a tool for creativity and experimentation.
The makeup world is vast and we recognise the increasing numbers of people who live between categories and help make them feel seen. In less than three years since we’ve launched, we’ve seen a shift in the industry towards being more inclusive generally - related to pressure from consumers. We hope that this bottomup demand for change continues and creates a lasting impact. The biggest challenge for legacy brands is authenticity — ”inclusivity” can often seem performative when executed by a multinational, especially given the history of the beauty industry.
What’s your favourite Fluide product and why?
I love our Universal Gloss in Roxy — it is the perfect amount of subtle shimmery colour for me and I use it as a highlighter and an eye gloss and also as a topper for my favourite liquid lipstick Candy Bar, which I pretty much wear every day!
