Press

Changemakers 2022: More Than Skin Deep

The beauty industry has drastically evolved. This year’s honorees helped move it forward.

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WELLNESS TRENDS 2022:

Gender Inclusive Beauty Products Are Pushing Beauty Standards Beyond the Binary

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We Are Fluide’s Chief Creative Officer On Representation In The Beauty Industry

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From Eyeliner to Fragrances, 7 Fall Beauty Essentials

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Editors’ Picks: 28 things Our Editors Tested and Loved

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The 11 Most Dazzling Holiday Makeup Palettes of the Season

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9 Gift Ideas that Celebrate Diversity & Inclusion this Holiday Season

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We Are Fluide’s Aims to Reshape the Beauty Industry

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We Are Fluide Wants You to Make Up Your Own Beauty Rules

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As States Pass Anti-Trans Legislation, Beauty Brands Are Vocal In Support Of Trans Rights

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10 Gender-Inclusive Beauty Brands to Shop Now

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Peep These Beauty Products From Brands Giving Back To LGBTQ+ Communities This Year

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The Queer-Owned NYC Businesses You Should Be Shopping Right Now

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Patrick Starrr Works with Instagram to support LGBTQ Businesses

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Vibrant Inclusive Eyeliners

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HOW 9 MAKEUP ARTISTS ARE CELEBRATING PRIDE 2021

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We Are Fluide's New Holiday Campaign Supports and Honors Black Trans Women 

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We Are Fluide Launches “Radical Rest” Holiday Campaign In Honor Of Black Trans Women and Femmes

"The new collection — which offers lip gloss, nail polish, and the brand’s first candle — will help raise money for the vital Black trans organization For The Gworls."

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Pride 2020: Fashion and Beauty Collections Giving Back to LGBTQ Organizations

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3 Glittering Ways to Wear Makeup With a Mask for Pride

"It’s near-impossible not to be enamored with the beauty brand We Are Fluide once you’ve acquired the knowledge that they named the color of their sparkly green eyeliner “Area 51.” But whether you already know the names of their products, you’ve probably already seen their ultra-pigmented liquid lipsticks, holographic lip glosses, or 7-free nail polish all over Instagram or on TikTok."

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Why Beauty Brands are Removing Gender from their Marketing

"our goal is really to evolve the mainstream conception of beauty while creating a space for people to express themselves authentically” 

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These Are Allure Editors' Favorite New Beauty Products-Universal Gloss in Roxy

"The second I opened the package, I immediately fell in love." 

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38 Beauty Products To Try In 2020

New decade, new things to try — all recommended by BuzzFeed readers and staff.

"Universal gloss: The texture is amazing and smooth, and it lasts a long time."

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The Business of Fashion Report: The Rise of Gender-Inclusive Beauty

"Gender inclusivity is part of a larger movement in the beauty industry to better serve those consumers who belong to historically underrepresented and marginalized groups."

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"Here at Blush, we fangirl over ALOT of things, and one of those things just so happens to be Fluide Beauty."

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"Universal Gloss is an excellent accessory for your lips, cheeks, eyelids or even your chest. Their glitter works perfectly for a little shimmer in your facial garden."

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"I hardly ever wear nail polish because I'm terrible with a tiny brush and just can't be bothered, but I LOVE popping on this shade when I have the time. It's ~groovy~ and fun, and is delightfully sheer..."

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"I think beauty will continue to be less prescriptive and more individualistic, less constrictive and more enjoyable, less obligatory and more playful.' And, that’s something that trend forecasters can agree on too."

"Opening the initial samples, which came with postcards of folks systemically underrepresented in the beauty industry, Tobia says, the line felt 'celebratory, and glam, and vibrant and engaging and beautiful. And it feels like my community; it feels like the people I know.'"

"...our fave is the queer lipstick brand Fluide, because it speaks to the side of us that says gender-neutral doesn’t have to be gender-boring."

"It’s time to officially do away with holiday ad campaigns that adhere to an outdated notion of 'family.' You know the one: A heteronormative family of four cozies up in their immaculately-decorated living room in matching pajamas... This restrictive notion of family is exactly what queer-positive makeup brand Fluide hopes to dismantle with its first-ever holiday campaign, entitled 'Chosen Family.'"

"Queer folks have been using makeup to express themselves and their gender identity for a v long time – but the fact this beauty line exists and celebrates that expression makes my heart almost explode."

"While more and more makeup brands have a more diverse depiction of their client base in their adverts and social media accounts now, very few open up their idea of what inclusion is and feature men, gender fluid people, and different gender expressions and identities."

"As it turns out, all four hues look amazing in tandem, no matter the color of your skin.

"Perhaps most exciting? The line’s brand-new eyeshadow palette which comes in noisy neon shades of blue, yellow, green, and silver. That one is called Seeing the Future, which is looking bright indeed."

"In a world where transgender, nonbinary, and gender non-conforming people can feel understandably uneasy going up to something as public as a department store counter for makeup advice, this new corner of the industry matters."

"To be in a room full of empowered queer people with all sorts of beautiful gender expressions and identities... I walked into the shoot and immediately thought, ‘This is it — this is the kind of world I want to live in."

"Fluide chooses to work with a diverse set of creatives ranging in race, size, gender, and more—whether for its campaign or as a part of the crew behind the scenes—the brand’s focus is on queer representation."

"Fluide is the makeup company that has gone where few have gone before... and thank God for that. A brand built on the idea of inclusivity, something that has been all too lacking in the industry... you want to look cute and cruelty-free, eh? Fluide is the way to go."

"Writer and activist Jacob Tobia seems to have found their perfect match with a new line of makeup for all gender expressions."

"...Jacob Tobia, a writer, model, activist and all-around phenom, recently starring in their first major beauty campaign for the new beauty brand Fluide, which often casts gender nonconforming models and also donates a percentage of all profits to organizations that support health and legal rights in the LGBTQ community."

"Fluide, a new queer makeup brand, is bringing diversity to an industry that is narrowly marketed toward white women."

"Makeup counters are catered towards women, and anyone (man or woman) who is not a stereotypical girly girl may feel uncomfortable or intimidated. The brand features models of all genders, races, and sizes, clearly marketing their products to all consumers."

"Fluide is challenging gender norms and rewriting the traditional beauty industry. Using models of all genders and identities, the brand’s website declares their goal to create “an irresistible future where radical inventiveness & queer kinship thrives.”