Fluide

Last updated
Fluide
IndustryFashion
Founded2018
FounderLaura Kraber
Isabella Giancarlo
Headquarters
Brooklyn
,
United States
Products Cosmetics
Website www.fluide.us

Fluide, also known as We Are Fluide, is an American online cosmetics and beauty company headquartered in Brooklyn, New York. [1] The company offers a collection of cruelty-free makeup that they state is aimed at all gender expressions, gender identities, and skin tones. [2] [3] [4]

Contents

History

Fluide launched online in January 2018 and was founded by Laura Kraber and Isabella Giancarlo, the latter of whom also served as creative director. [5] [6] Kraber came up with the idea of Fluide after noticing that there was an absence of queer beauty brands. [7] She further noted that "In beauty, queers are often forgotten, unless they’re trotted out to be trendy or pandered to by huge corporations during Pride." [8]

She has also stated that the company has designed their packaging to "not be extremely masculine or feminine" and that they "discard those notions generally because our whole belief is that gender is more of a constellation than an extreme of one or the other ... If makeup is joyful and transformative and fun, nobody should be left out.” [9] The company's products use the tagline "makeup for everyone". [10]

Products

The company sells cosmetic products such as liquid lipsticks, nail polishes, eyeshadows, [11] and loose glitters. [12] [13]

Media

Fluide donates five percent of profits to organizations that support health and legal rights in the LGBTQ+ community. [1] [14] Fluide donates products to fundraisers and events to support LGBTQ+ organizations such as the Callen-Lorde Community Health Center and Sylvia Rivera Law Project. [15] [12]

Models and spokespeople

The company has enlisted models by scouting on the street and has featured several spokespeople known for their presence in the LGBT world. The actress Freckle, who is gender non-conforming, became one of the company's beauty brand ambassadors in 2018. [16] Other people who have participated in Fluide's campaigns include Desmond Napoles and Jacob Tobia. [6] [17] Fluide has received praise for this from outlets such as Bustle. [18]

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References

  1. 1 2 Rubin, Abi (2018-11-15). "Isabella Giancarlo '14 Launches Queer Beauty Brand, Fluide". Nelson Center for Entrepreneurship. Retrieved 2020-03-16.
  2. ↑ Leiva, Ludmila. "Meet Fluide, the Makeup Brand That Believes in the Power of Inclusion — Not Tokenism". Allure. Retrieved 2020-03-26.
  3. ↑ "Gender Inclusive Beauty Brand We Are Fluide Launches Its Universal Multi-Purpose Crayon". HYPEBAE. Retrieved 2020-03-26.
  4. ↑ "New Beauty Line Fluide Puts Genderqueer Folks First". PAPER . 2018-03-29. Retrieved 2020-03-26.{{cite web}}: CS1 maint: url-status (link)
  5. ↑ Fluide. "About Us". Fluide. Retrieved 2020-03-16.
  6. 1 2 "Fluide: The gender-neutral make-up brand paving the way for inclusivity". Dazed . 2019-04-15. Retrieved 2020-03-26.{{cite web}}: CS1 maint: url-status (link)
  7. ↑ Thompson, Sophie. "This epic gender neutral makeup brand values inclusivity, not tokenism, and we're so into it". Glamour UK. Retrieved 2020-03-26.
  8. ↑ Radin, Sara. "4 Queer Beauty Entrepreneurs Tell Us Why They Started Their Own Brands". Teen Vogue. Retrieved 2020-03-26.
  9. ↑ Carefoot, Helen. "Why beauty brands are removing gender from their marketing". Washington Post. Retrieved 2020-03-26.{{cite web}}: CS1 maint: url-status (link)
  10. ↑ "The Rise of Gender-Inclusive Beauty". The Business of Fashion . 2020-02-14. Retrieved 2020-03-26.{{cite web}}: CS1 maint: url-status (link)
  11. ↑ Sicardi, Arabelle. "These Queer-Owned Beauty Brands Put Money Directly in LGBTQ Pockets". Allure. Retrieved 2020-03-26.
  12. 1 2 "This Makeup Brand Was Intentionally Created For People Of All Genders & It's So Radical". Bustle . Retrieved 2020-03-26.{{cite web}}: CS1 maint: url-status (link)
  13. ↑ Weiss, Suzannah. "This Inclusive Lipstick Campaign Stars a Gender-Nonconforming Model". Teen Vogue. Retrieved 2020-03-26.
  14. ↑ "Gender-Neutral Beauty Brand Fluide Is Inclusive, Affordable, & Glittery AF". Elite Daily . Retrieved 2020-03-26.{{cite web}}: CS1 maint: url-status (link)
  15. ↑ Weiss, Suzannah. "This Inclusive Lipstick Campaign Stars a Gender-Nonconforming Model". Teen Vogue. Retrieved 2020-03-18.
  16. ↑ Lubitz, Rachel. "Freckle Is The Beauty Ambassador We've Always Needed". Refinery29 . Retrieved 2020-03-26.{{cite web}}: CS1 maint: url-status (link)
  17. ↑ Barbour, Shannon (2018-03-07). "This Gorgeous New Beauty Campaign Makes A Powerful Point About Inclusion". Cosmopolitan. Retrieved 2020-03-26.
  18. ↑ "This Inclusive Beauty Instagram Features Makeup Looks For "Him, Her, Them & Everyone"". Bustle. Retrieved 2020-03-26.
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