It’s no secret that LGBTQ+ beauty is all the rage. Use of queer relationships and people can be seen in campaigns like Tom Ford’s “Girls for Boys” lipstick collection
Others, like Lipstick Queen’s “Girls Will Be Boys” color-changing lipsticks, use gender fluidity as an explicit marketing tool. While brands continue to benefit from increased visibility for queer people, one has to ask: what exactly are these collections giving in return?
Fluide Beauty is a universal beauty brand created by founders Isabella Giancarlo and Laura Kraber that is made for, not around, queer people. Born in Brooklyn, New York
The range includes vibrant liquid lipsticks, glitters, and nail polishes (for the first time), with a percentage of proceeds from every sale donated to support LGBTQ+ health charities.
“As a community, queer people are often forgotten and only mentioned as a statistic—often a sad statistic. What about queer joy? What about queer resilience? Where do we see our uninhibited, otherworldly selves?”
says creative director and co-founder Isabella Giancarlo of the idea for the collection. “Fluide is about queer joy, resilience, and radical self-expression.”
This celebration of gender fluidity is on display in the colorful, editorial-style imagery used on the site and Instagram, as well as the vibrant hues of the products (I’m obsessed with my Cherry Grove nail polish as I write this).
To further the message of health and happiness, all of Fluide’s nail polishes are “7-Free” (meaning they contain no formaldehyde, etc.), while their liquid lipsticks are also free of phthalates and parabens.