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Meet The Gender-Inclusive Beauty Brand: Fluide

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“Pretty Hurts," according to Beyoncé, but that doesn’t mean your beauty routine should trigger an identity crisis. Fluide (fluide.us), a new queer makeup brand, is bringing diversity to an industry that is narrowly marketed toward white women. Their glitter ($12), nail polish ($15), and liquid lipsticks ($16) come in galactically inspired shades of shimmering metallics and bold primary hues, and are made to look good on everyone, all genders and skin tones included.

Besides doing away with toxic beauty standards, Fluide’s products are also free of the icky chemicals found in most mainstream makeup. “[Fluide] celebrates the infinite ways we express selfhood, gender, and identity,” says the brand’s founder, Isabella Giancarlo. “Gender-inclusive beauty and self-expression opens up possibilities for all in how we look, who we are, and who we want to be.” In other words, the personal is political and makeup can be radical. 

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by Cricket Epstein

This article originally appeared in the
June/July 2018  print edition of BUST Magazine. Subscribe today!

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