It's time to talk "trend" and realize that gender-neutral beauty has become the norm in beauty products. Celebrities, influencers and the general public, especially the younger generations, are increasingly embracing a gender-fluid aesthetic that uses clothing, hair, makeup and other visual elements to honor self-expression and inclusivity.
This change is happening on a global level. According to the Mintel report "The Next Genderation," 53 % of young Chinese women increasingly like to wear gender-neutral clothing. More than half of Canadian men have used or want to use gender-neutral beauty products, and 56 % of UK consumers think diversity has become a requirement for beauty brands. Consumer expectations have influenced the launch of brands that emphasize neutrality, with public figures like Harry Styles, Fedez and Pharrell Williams as founders and headliners. They promote everything from skincare to nail polish, all of which are gender neutral.
According to Marcia Bardauil, Market Insights Lead at Quadpack, these influencers are helping to engage a type of customer that was harder to access: men. "They open up new possibilities just by being playful and authentic men, using makeup, nail polish or even adding more skin care steps to their routine. "
Major beauty players are investing in this promising market, either by partnering with gender-fluid icons like fashion designer Harris Reed, as MAC did, or by acquiring successful brands, as Coty recently did with Orveda.
Packaging is the key
Beauty packaging plays a key role in helping brands navigate this new scenario. Skincare, makeup and fragrances are increasingly displaying a non-genre image, designed to appeal to both men and women. Sleek, simple packaging that is practical and sustainable is the most popular among these brands, and decoration is key to conveying gender neutrality. Men's skincare collections, for example, are losing their "macho" look and incorporating more skincare and makeup products, colorful decoration and cool messages.
