Beauty Store Business

OCT 2018

Beauty Store Business provides solutions for better retailing! New products, industry news, savvy business moves and important trends affecting both brick-and-mortar and online retailers are included in each issue.

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beautystorebusiness.com | October 2018 49 With the male grooming category expected to reach $60.7 billion by 2020, according to Euromonitor, more men than ever before are seeking products like tinted moisturizers and concealers to add to their beauty regimens. And gone are the days when guys were chastised for caring too much about their appearance (after all, the term "metrosexual" is so 1990s). With everyone spending more time and money to look selfie-sufficient, combined with consumers' growing desire for inclusivity, unisex beauty is going mainstream. Beauty Store Business talked with three brands leading the charge about the importance of making products for everyone, the growing gender-fluid category and their predictions for the future. MAKEUP FOR THE MASSES In 2016, Laura Kraber and Isabella Giancarlo met through a creative agency and one year later cofounded Fluide, a cruelty-free color cosmetics line for all genders. "With neither of us coming from the beauty space, we were able to approach Fluide with an open mind, thus leaving us open to create the beauty space we wanted to see–as opposed to being limited by what has been done before," Giancarlo says. In fact, it was the desire for a civil, creative work envi- ronment that inspired the pair to start their own company in the first place. "At various points in our careers, we had both struggled with the typical sexism, harassment and undervaluation that most working women encounter," Kraber says. "By the time we met, we had each reached our breaking point and felt inspired to create something for ourselves. It was a huge leap to leave the safety and comfort of a job to become entrepreneurs, but we were motivated by the desire to build a company that always puts humans first; that offers a safe, respectful and kind workplace; that offers acceptance and community to our customers." Kraber and Giancarlo's vision for Fluide was to be inclusive and to represent those who are vastly under- represented in the industry. "From a personal place, I wanted to ensure that queer folk like me were both in front and behind the camera as much as possible," Giancarlo explains. "I knew that a younger me was dying to see queer beauty represented by queer people, and I know the process of coming into my queer identity would have been a lot easier had I had more gender-expansive role models." When it came to developing the line's ultra-bold, empowering colors, Kraber and Giancarlo drew inspiration from those who genuinely have fun wearing makeup–like internet personality Jason Greene, more commonly known as Freckle, who collaborated with Fluide on a series of makeup tutorials. The line is also for those who are typically afraid of daring, experimental, funky shades. "Liquid lipstick, polish and glitter are incredibly approachable to people who are new to makeup. They don't need a complex set of directions and have a big impact," Kraber notes. All of Fluide's shades are named after notable queer places, such as Riis Beach and Cherry Grove, as "an homage to some of the spaces that many of us consider second homes and environments, where we can express ourselves boldly, shamelessly, authentically," Giancarlo says. Furthermore, Fluide also donates five percent of its profits to organizations that protect the health and legal rights of the LGBTQ community. "Fluide originated from a place of love–for our LGBTQ community, for the inspiring work and activism of trans and gender-nonconforming individuals, for the parents and other allies supporting kids and teens facing discrimi- nation and bullying for their gender presentation–and from the beginning, we knew we wanted giving to be central to the company," Kraber says. Fluide's products are available on their website, fluide. us, as well as in The Phluid Project store in New York City. Kraber and Giancarlo are eager to expand their distribution and welcome inquiries from interested retail partners. "For so long, makeup has been perceived as an instrument of an outdated and patriarchal beauty ideal–women wore makeup to improve themselves, to make themselves acceptable to a standard of [often white, cisgender (when someone identifies with their assigned gender at birth)] female beauty, which few could achieve," Giancarlo says. "To locate makeup outside of this paradigm of cis-female beauty is incredibly liberating, and it opens up the potential for makeup to be empowering for all people rather than a representation of all the ways you don't measure up." ALL-INCLUSIVE SKIN CARE When it comes to skin care, consumers all have the same end goal: hydrated, youthful-looking skin. That's why it's no surprise that skincare brands catering to all skin types are cropping up in droves. One such family-owned brand, Asarai, is a holistic line based in Australia. Cofounder Jay Rynenberg says that he and his wife, Patrice, are "very passionate about creating a natural, millennial skincare line that pushes the boundary of traditional apothecary and a modern-white aesthetic." Founded in 2016 by Rynenberg and his mother, Trish, who was diagnosed with an autoimmune disease in 2002 and was in search of natural skin care, the Rynenberg family tested out numerous nontoxic ingredients on Cruelty-free cosmetics for all, Fluide products are free from harmful, endocrine-disrupting chemicals and give back to the LGBTQ community. From top le : Morgan T. Stuart for Fluide, Lee O'Connor for Fluide

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