Beauty brands are evolving quickly

40%

Post-pandemic spike in skincare and 20% increased interest in make-up amongst Japanese men

1. Make-up is gender fuid

More than half of Gen Zers say that gender is non-binary and encompasses a spectrum. Brands like We are Fluide ofer an authentic make-up space that is welcoming to all, amplifying the voices of gender-expansive identities and inspiring their consumers to showcase their beauty on their own terms.

2. Don’t believe the gendered skin care hype

The long-held industry belief of men and women’s skincare products addressing necessary gender-specifc skin concerns is being challenged by a new inquisitive and increasingly gender-fuid generation of buyers. Brands like Fenty Skin are creating a new culture of skincare, where gender is not at the forefront of their marketing and adverts showcase men, women and non-binary people equally.

3. There are no rules to fragrance

Genderless scents were frst popularised in the 90s by Calvin Klein’s CK One but for the fragrance industry, genderless beauty is a trend that goes beyond the moment. Perfumery brands have a unique opportunity to target consumers who enjoy playing with diferent gender coded scents as well as consumers who enjoy sharing perfumes with their partners.

4. The West needs to play catch-up

The Asian market is at the forefront of inclusive beauty. Results show that post-pandemic, there was a 40% increased interest in skincare and 20% increased interest in make-up amongst Japanese men. The popularity of K-Pop idols has had a huge infuence in this space and brands like Shiseido claimed that its male makeup line saw doubledigit growth during the pandemic, headed by Japanese businessmen in their 40s.