The beauty industry has changed significantly. Before, you couldn’t imagine men wearing various creams or having their skincare routine because men have been encouraged to be strong and masculine. At the same time, society always imposed ideals of femininity on women.
Today, we have completely moved away from traditional gender norms and towards a more inclusive approach. The concept of genderless beauty, which creates space for all people, regardless of gender, race, or age, is increasingly being supported.
In this article, we’ll highlight genderless beauty and gender-neutral beauty trends, and examine how AI and AR beauty create opportunities to make the beauty industry more inclusive.
What exactly is gender-neutral beauty?
Gender-neutral beauty is a movement that promotes inclusivity and diversity. It creates a space where people of all genders and identities can freely express themselves.
This concept rejects traditional norms that divide beauty into “male” and “female” and encourages individuality and authenticity. The growth of genderless beauty reflects the growing social acceptance of gender diversity. It emphasizes the importance of equality and freedom in self-expression and promotes inclusive beauty.
The rise of genderless beauty trends
Inclusive makeup and inclusive beauty
Beauty has become a tool of self-expression available to everyone, and stereotypes of femininity and masculinity are being broken down in favor of authenticity and individuality.
A new generation of customers, especially Gen Z who are more sensitive to gender issues, is dictating trends in the beauty industry. Cosmetic products are no longer exclusively gendered but serve as a means to explore and celebrate personal style. More and more consumers are rejecting the gender division of cosmetics, leading to a new era of beauty based on acceptance and freedom of expression.
Historically, makeup was not gender-specific. Although we mentioned that most men did not use any beauty products before (meaning 20, 30, or 40 years ago), going back further into history, we can see that men in ancient Egypt wore eyeliner as a sign of status. In contrast, in most recent history, the LGBTQ+ community has used makeup to express identity.
Today, makeup is returning to its gender-fluid role, with trends inspired by creative expression rather than femininity.
More and more men are using makeup as a form of personal expression. A popular example of gender-inclusive makeup is Harry Styles, who started a beauty revolution with his fashionable clothes and makeup at performances and thus supported the increase of inclusive beauty.
Brands and influencers promoting genderless beauty
Harry Styles, one of the globally famous people, wanted to create a brand that celebrates imperfection and uniqueness, regardless of sex, gender, or age. He made the gender-neutral beauty brand Pleasing, which attracted the interest of the male population, where statistics show that “men’s makeup” searches increased by 393%, just shortly after he went public with the brand.
In 2020, A$AP Rocky, Lil Nas X, and some female models appeared in “The New Culture of Skincare” campaign for Rihanna’s beauty brand, Fenty Skin. Rihanna, known for breaking barriers, made unusual things completely acceptable, and by doing that, she created one of the most famous genderless beauty brands. With its wide range of beauty and makeup products, Fenty emphasizes the inclusivity of beauty and the uniqueness of each person with its slogan “beauty for everyone.”
Impact on consumer behavior and market demand
According to the audience research company GWI, and their research of five main markets (France, Germany, Italy, UK, and USA), between 2018 and the second quarter of 2021, men have become very interested in gender-natural beauty products – the number increased by 3%.
Another interesting fact is that the hashtag #mensskincare has over 400,000 posts currently. Plus, a study conducted by WARC says that today, more than 56% of men have their own skincare routine.
As for shopping habits, 41% of men buy beauty products online, and most of them belong to Generation Z (40%), according to a report by McKinsey.
The rise of gender-neutral beauty brands is also changing the experience in retail stores, as more and more brands are introducing gender-neutral packaging. Some of the key trends include minimalist design, bold colors, sustainability, customization, inclusive language, and gender-neutral images.
How beauty AR & AI support genderless beauty
As consumers increasingly seek diversity while celebrating inclusivity and freedom of expression, the beauty industry is leveraging the power of artificial intelligence (AI) and augmented reality (AR). These technologies are crucial in enabling personalized recommendations and product customization for everyone, regardless of gender. And with that, they make beauty more accessible and inclusive for all.
Our team at Arbelle has been innovating in AI and AR for over two decades. Today, we empower inclusive, genderless beauty brands to thrive in the new beauty era through:
- Personalized, interactive, and convenient makeup showcasing
Arbelle’s virtual makeup try-on is a game-changer, enabling individuals of all genders and skintones to experiment with different makeup products.
This boosts self-confidence and empowers people to express their unique style, free from the prejudices often encountered with physical products.
- Inclusive product marketing
We build beauty AR solutions for cosmetic brands, with inclusivity being a core value behind our innovations. Our solutions encourage brands to promote the authenticity of real people and help customers discover the best products for their unique selves, thus embracing diversity.
- Accessibility and comfort
One of the important advantages that Arbelle also offers is accessibility. Each individual can virtually try on makeup and find their perfect foundation from wherever they want and wherever they are.
Start leading with inclusivity
The beauty industry has experienced revolutionary changes, moving from traditional stereotypes to a more inclusive approach. In the future, new generations will increasingly influence these trends and promote inclusiveness in all aspects of life. By embracing inclusivity and innovation, brands enhance their ability to stand out in the market and cater to the evolving needs of new generations.
So, it’s important to make sure your brand is:
- Embracing genderless beauty by providing products and packaging that are not limited by traditional gender norms;
- Empowering customers to be their authentic selves by giving them a way to explore and enjoy your products in a comfortable way (for example, by using a virtual makeup try-on);
- Keeping an eye on the latest trends in the beauty industry;
- Having brand ambassadors who are open to promoting genderless beauty.
At Arbelle, our AR solutions enable your brand to be as inclusive and innovative as possible. With our technology, you can empower customers to explore and discover makeup products that fit their needs—all from the comfort of their homes and free from bias. This gives them a sense of security and confidence, encouraging them to express their individuality without judgment.
Get in touch to learn about all the advantages of our beauty tech solutions and how they can serve you.
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