About Us

Fluide is where we meet our irreverent, otherworldly selves. An irresistible future where radical inventiveness & queer kinship thrives. To us, beauty is malleable, political, powerful, play. We are they. We are them. We are you.

We are Fluide, makeup for him, her, them, everyone. 

Fluide All Genders Makeup Lightning

Fluide is a collection of colorful, cruelty-free makeup for all gender expressions, gender identities and skin tones. The company was created to celebrate gender expansive identities and provide high quality, high-impact cosmetics for maximum self-expression and joy. Fluide understands that makeup is a tool of transformation and a powerful means of self-actualization. By naming lip and nail shades after queer spaces around the globe, Fluide seeks to pay tribute to the importance of safe spaces for the LGBTQ community.

Co-founder and CEO and Laura Kraber created the company to amplify young, queer voices and to showcase LGBTQ+ and gender non-conforming identities.  "I was really inspired by my experience as a parent of GenZ teens and the activism of this generation with regards to LGBTQ+ and gender identity issues," says CEO Laura Kraber. "I wanted to create Fluide to represent and reflect the diverse identities of teenagers today, support their self expression, and offer an authentic, inclusive beauty brand to an audience hungry for new representations of beauty."

Fluide launched online in January 2018. All Fluide products are vegan, cruelty-free, and free of parabens and phthalates. Ultra-pigmented liquid lipsticks, moisturizing, non-sticky lip gloss, and glorious glitters are the stars of our collection. Our long-lasting nail polish is also 7-free, meaning it’s free of the 7 suspicious chemicals typically found in nail polish.

A mission-driven startup, Fluide donates products to fundraisers and events to support LGBTQ+ organizations big and small. Please reach out with any requests—we'd love to hear from you! Get in touch here.

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