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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. 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.

After meeting through their respective jobs in 2016, co-founders Isabella Giancarlo and Laura Kraber discovered that they shared a vision for a radical, community-based beauty company that showcased and celebrated LGBTQ+ and gender non-conforming identities. 

"When starting Fluide, I knew that a younger me was dying to see queer beauty represented by queer people," says Co-Founder and Chief Creative Officer, Isabella Giancarlo. "The process of coming into my identity would have been a lot easier if I had more gender-expansive role models. So it feels important to bring that to the beauty world and retroactively tell my teenage self: Go ahead: be your big, bad queer self."

"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 Co-Founder and 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."

Laura and Isabella launched Fluide 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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