Breaking Gender Norms with the LGBTQIA+ Community

Last updated on: 2020


Across the board, the LGBTQIA+ community is largely underrepresented in the beauty community. The Beauty industry has a duty to be as inclusive as possible, as the beauty space holds limitless power in the normalization of how people view themselves.

What should the Beauty Industry do to better support the LGBTQIA+ community?

Pink floral delicacy for women and black rugged grit for men–these are typical gender roles that brands are continuing to market to the public. The beauty industry was instrumental in building these false gender norms and must be leading the way to break down these barriers. In response, many brands have been creating gender-neutral, or “genderless” packaging irrespective of race, gender, or sexual orientation.

These brands seek to discard these notions entirely and design packaging that is not too feminine nor masculine, as gender is a spectrum. The more that the beauty industry helps the community realize that masculinity and femininity are not separate, and that sexual orientation and preferences do not define one’s choice in razors or body wash, the better off we’ll be as a society.

Include Everyone in Marketing and Advertisements

Another thing brands can do to support the LGBTQIA+ community is to be as inclusive as possible in their marketing and advertising campaigns. This highlights that beauty is found everywhere and in everyone, regardless of gender or sexual orientation. Brands have started to include LGBTQIA+ individuals in marketing campaigns, but these companies must go beyond just the bare minimum of inclusion and tell an authentic story. Marketing and advertising campaigns should accurately depict an image of LGBTQIA+ individuals and show who they really are instead of the stereotypical perception.

Listen & Share Resources

Lastly, beauty brands should listen and share whatever resources they may have to support the LGBTQIA+ community. This community needs to have their voices heard, and the beauty industry should play a big part in enabling these individuals to use their platforms to further their work. LGBTQIA+ individuals are disproportionately more at risk of experiencing homelessness and poverty than non-queer individuals. The beauty community must elevate and creates space for their advocacy. Many LGBTQIA+ community members are at higher risk due to the current pandemic.

Now, what LGBTQIA+ owned beauty brands should I support?

1. Fluide: At Fluide, they depict “gender as a constellation.” Gender inclusivity is boldly at the center of their brand, with models adorned with colorful makeup and glitter.

2. Non Gender Specific: The slogan for Non Gender Specific is “the brand for all humans.” It seeks to focus on inclusivity and gender fluidity, welcoming all gender identities.

3. Volition Beauty: Volition Beauty is one of the first fully crowd-sourced beauty brands, allowing anyone to submit their product ideas to the business. The company develops concepts through community polling, and then the resulting products are sold in stores like Sephora and Cult Beauty.


4. Hi Wildflower: Hi WildFlower is a makeup and fragrance brand that boasts biodegradable packaging, bold colors, and luxurious scents. The brand focuses on being intersectional, inclusive, and feminist, championing QPOC storytellers, and survivors. Since its founding, Hi Wildflower has supported organizations such as Black Lives Matter, Girls Write Now, Arte and Resistance Education, and Free.

5. Bioglitz: Bioglitz is a sustainable plant-based glitter brand formed from hardwoods and FSC-certified eucalyptus cellulose and colored with cosmetic pigments. This biodegradable glitter brand is perfect for glitter-lovers out there who want to sparkle responsibly.

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