We Are Fluide is a mission-driven beauty brand that creates vegan, cruelty-free and paraben-free cosmetics designed for all skin shades and gender expressions. We believe that makeup is joyful and fun — as well as powerful and transformative — and nobody should be left out.
Through providing a platform and amplifying the voices of queer and gender expansive identities and through showcasing queer beauty, we hope to inspire others to create their identities on their own terms, opening up possibilities for everyone’s self-expression.
We Are Fluide is based in Brooklyn and is run by a small team of passionate, multi-talented, multi-taskers including:
Laura Kraber, Co-Founder
she/her | @fluidebeauty
Inspired by her experience as a parent of NYC teenagers, Laura founded We Are Fluide to showcase and celebrate gender-expansive beauty and under-represented faces and voices, and to support young people’s self-expression and creativity.
My dream was to create a beautiful and intimate online universe where everyone is comfortable being themselves—to evolve the mainstream conception of ‘beauty’ while creating a space for people to express themselves authentically.
Fave Fluide product: Candy Bar liquid lipstick
Dev Doee, Creative Director
they/them | @devdoee
Dancer, Actor, Model and Influencer, Dev is a creative force to be reckoned with. Leading the charge on everything from product development to marketing strategy, photo-styling and modeling, Dev's brilliance and beauty is at the beating heart of We Are Fluide.
We Are Fluide holds such a special place in my heart as a non-binary makeup lover. Growing up I never thought that I would see a beauty brand truly celebrate people of all backgrounds, shades, and experiences. It means the world to me!
Fave Fluide product: Elsewhere Lip Gloss
Jasmine McKenna, Content Creator & Marketing Asst.
she/her | @jasandherson
Artistic, wise, and witty, Jasmine brings life to our social media channels. A photographer, photo editor, and artist, Jas is also a fashion designer and senior at FIT in NYC.
When I’m wearing We Are Fluide I feel like a bad b! I found a place where I could express my creative mind set knowing that it would be accepted. As someone who grew up afraid to express their full potential in art I finally moved to NYC living the dream and joining We Are Fluide was just the icing on the cake. No judgement, non-stop fun and never ending makeup love!
Fave Fluide product: Liquid Lipstick in Rosemont
Ashley Fletcher, Content Creator
she/her | @ashleylfletch
Multi-talented artist and graphic designer, Ashley is also a photographer, makeup artist, model, and inspiration to the Fluide Fam. A Communication Design student at Parsons, The New School in NYC, Ashley’s creativity fuels our desire on Planet Fluide.
Fluide has taught me that there is no ‘right’ or ‘wrong’ way to do makeup. Makeup is simply a form of self-expression. What’s lovely about Fluide’s products is that they are universal; these products can all be used anywhere with no limits! I love how much Fluide embraces uniqueness and diversity. We strongly believe that there are no rules to beauty, just do whatever feels right.
Fave Fluide product: Aura Glitter
Hawwaa Ibrahim, Writer, Model & Muse
they/them | @hellohawwaa
A contributor to We Are Fluide's blog and social media channels from our earliest days, Hawwaa has been a steadfast supporter of the company's growth every step of the way, with true talent and dedication. Founder of the charitable indie shop because, Hawwaa is a fashion designer as well as writer, model, and activist.
We Are Fluide has been a gateway for me to express myself in not only my makeup and art but with my entire identity. I found the brand at a point in my life where I didn’t know who I was and being around such amazing and inspiring people allowed me to really find and understand myself. We Are Fluide has pushed me to take risks, responsibility, and has given me a platform and family that I can be honest with. And the makeup is the most fun out there, I might add!
Fave Fluide product: Every single “Aura” Glitter out there!
Priss Plastic, Social Media Manager
they/them | @brattydisco
“Priss Plastic” aka Daniel Lockhart, is an interdisciplinary artist. They work primarily in visual art, and sound production. A North Carolina native, they moved to New York where they studied art and art history at Marymount Manhattan College. A multi-disciplinary talent, Priss keeps our social media channels fresh and exciting.
What I love most about We Are Fluide is how welcoming the company is. I have worked closely with the team and have grown to love and appreciate the wonderful people that make up our awesome team. It means a great deal to me to be a part of something that lets people know, especially queer youth, that you are special and you deserve to be who you want to be—so... make up the rules, only you can!
Fave Fluide product: Universal Liner in Crystal Cluster
A Special Thank You to our Extended Family
We Are Fluide is grateful to the dedicated and talented photographers, models, makeup artists, advisers and friends who have contributed enormously to our creative vision. Super special thanks to Grey, Landyn Pan, Chris Tabassi, Jay Evelyn, Jacob Tobia, Laurence Philomene, Tim Grover, Catherine McMahon,Theo Kogan, Ali Millard, Mackenzie Lynch, Dominick Banks, Aaron Lovett, Louisa Mascuch, Dallas Lorimer, Deja Smith and Dee Tranny Bear, and Nolwen Cifuentes for their steadfast support.