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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 Are Fluide is based in Brooklyn and is run by a small team of passionate, multi-talented, multi-taskers including:
Laura Kraber, Co-Foundershe/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 Seldon, Creative Directorthey/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, Social Media Managershe/her | @jasandherson
Artistic, articulate, wise, and witty, Jasmine brings life to our social media channels with her way with words and her talent with images. 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 Creatorshe/her | @charlieofletcher
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!
Grace Peisker, Blog Editor
she/her | @grace.peisker
Talented writer and editor and FIT senior, Grace brings creativity, ingenuity, and well, grace, to our online storytelling. A powerhouse of a writer and thinker, Grace keeps our online content fresh and exciting.
I love Fluide because it works to be a platform that writes for, not at, their following with a strong consideration for their wellbeing and creativity. It is so special for me to write about issues that really matter to our audience. This brand cares so deeply about making an impact and uplifting others, something that is so rare in makeup today. Plus... the Rosemont liquid lipstick is simply the bomb!
Fave Fluide product: Liquid Lipstick in Rosemont