Fluide Cosmetics breaks beauty world gender norms


Being diverse and inclusive are what makeup brands strive to be in the beauty world today. Some offer an expansive shade range. Others cater to those with disabilities. While competition is abundant, one brand is aims to shatter the traditional gender norms that come with make-up.

We Are Fluide Cosmetics is on a mission to make "makeup for everyone!"

We Are Fluide Cosmetics promotes gender inclusive products.
Photo: We Are Fluide

"Fluide was created with the belief that makeup is a tool of transformation and a powerful means of self-actualization. Inspired by our community, Fluide showcases radical, forward-thinking style," the brand shared on their site.

https://www.youtube.com/watch?v=3TCvp4tEzp0
via YouTube

Aside from being a mission-driven beauty brand that creates vegan, cruelty-free and paraben-free cosmetics, Fluide prides on being genderqueer and gender-expansive. Naturally, the brand caters to young people who do not often have the opportunity to buy makeup without shame.

Because of this, the line designs each product for all skin shades, and the brand encourages customers to wear makeup in any way that feels good to them.

A brand making a difference

Even more, Fluide regularly donates a portion of its sales to LGBTQ+ focused causes. Right now, they are contributing to the health center Callen-Lorde and to the Sylvia Rivera Law Project, which fights to protect the civil liberties of nonbinary people.

In their latest launch, "Radical Rest," the brand payed homage to Black trans women and femmes everywhere. “Designed for gifting and self-care,” the collection highlighted standing up for their right to access joy, safety, and rest.

Fluide Cosmetics honors Black trans women in new campaign.
We Are Fluide's "Radical Rest" campaign |Photo by: Alex Webster

Additionally, the beauty brand partnered with For The Gworls, a mutual aid organization that raises money for Black trans people to help them cover the cost of housing, medical expenses, and gender-affirming surgeries. As a result, 20% of all sales from the holiday collection will be donated to them.

From glitter pots, to bold nail polishes—Fluide is making a positive difference in not only the beauty game, but also the world.

Drag Society x We Are Fluide

This season, Drag Society and Fluide Cosmetics teamed up for the Mayhem Miller's December 2020 box. Therefore, two popular Fluide Cosmetics products chosen by Mayhem herself will be included for continuing members only.

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via Instagram

In addition to the Fluide Universal Liner in "Retrogayz," qualifying members also have the option to chose a shade of Fluide Lip Gloss.

"We believe that makeup is joyful and fun — as well as powerful and transformative — and nobody should be left out," says the brand site.

"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."


Check out the latest season's box of Drag Society!


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