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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 encourage you to discard your preconceived notions of what makeup is supposed to look like and who it’s for, and instead use makeup as a tool for tapping into a self that feels right to you.
The vision for We Are Fluide has always been about inclusive representation and celebrating the beauty and lifestyles of people who were vastly under-represented in the industry. Our goal is to liberate makeup from patriarchal society’s standards of beauty in order to create a space for makeup to be empowering and a means of self-expression for everyone — regardless of identity.
We Are Fluide donates products to fundraisers and events to support LGBTQ+ organizations big and small.
Based in Brooklyn, Fluide 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
Alec Sutherland, Marketing Director
he/they | @dilettantishly
With a background spanning performing arts, photography, and management consulting, Alec brings an array of expertise and boundless enthusiasm to Fluide. While leading marketing endeavors, their main goal is to create more spaces for the queer community to shine.
We Are Fluide embodies everything I believe in: empowering others to be brilliant as their most authentic selves, inspiring creativity in every form, and creating community with our FluideFam!
Fave Fluide product: Universal Liner
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
Fine artist with specialized skills in painting, photography, social media marketing and viral content creation, Catherine brings diverse skills and expertise from their work within the art and digital marketing space.
We Are Fluide has felt like a truly upstanding, honest, and warm family ever since I joined the team. As a young artist and queer POC the work I do with Fluide aligns with my own values and beliefs, creating impacts that reach far and beyond. At Fluide, diversity, kindness, and community always has a seat at the table!
Fave Fluide product: Rainbow Cactus Nail Polish
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, Priss Plastic,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.