Makeup is a way to transform and express your individuality; from a classic red lip, smokey eye glam to a bold and colorful dazzling look. However, the beauty industry have associated itself to traditional femininity by targeting cis women. Makeup campaigns use modelesque hairless, skinny women and have only recently started becoming more diverse within the past year or so in their shade ranges and photo spreads by using more women of color.
Fluide is a new and revolutionary cruelty-free make up brand that has shaken the beauty industry to its core with its game-changing concept of catering to all gender identities!
Courtesy of Fluide
With their mission statement being, “An irresistible future where radical inventiveness & queer kinship thrives. To us, beauty is malleable, political, powerful, play. We are they. We are them. We are you. We are Fluide, makeup for him, her, them, everyone”, Fluide is smashing social stigmas and making little queer me squeal with joy.
Fluide uses nonbinary, queer and trans models that do not align with societal beauty standards in all of their make up campaigns, showing that makeup is truly one size fits all.
Fluide currently has nine bold shades of $16 vibrant liquid lipsticks, ranging from gold, blue, red,orange, purple, black, silver, brown and pink, as well as as a shiny and moisturizing lip gloss. They also have beautiful four shades of $12 loose glitter, covering shiny blue, gold, silvers, bronze, and white. Fluide also includes 7-free fun colored nail polish, meaning they don’t include those nasty chemicals traditionally used in nail polish, like formaldehyde, Toulene, DBP, Xylene, Camphor, Phthalates, and TPHP.
Sorjo sat down with the co-founder and creative director of Fluide, Isabella Giancarlo, to discuss more about Fluide’s goal and creating visibility for the lgbtq+ community.
Sorjo: What is Fluide and its purpose?
Isabella: Fluide is an all genders beauty collection that launched in late January with a line of liquid lipsticks, 7-free nail polish, and glitter. Fluide’s goal is to evolve the mainstream conception of “beauty” while creating a space for people to express themselves authentically.
Sorjo: Where did the inspiration come from to create this line?
Isabella: I felt that we could create something new—a beautiful and intimate online universe where everyone is comfortable being themselves. To locate makeup outside of the 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.
My aim is for Fluide to represent and embody queer optimism. As a community, queers are often forgotten, only to be mentioned as a statistic or pandered to by huge corporations during Pride. What about queer joy? Queer resilience? Where can we see our irreverent, otherworldly selves? Although physical violence, homophobia, and systematic injustice are a reality for many people within the community, we are not defined only by our “victimhood.” Fluide is here for for queer joy and resilience.
Courtesy of Fluide
Sorjo: Oftentimes, makeup brands targets cis women and uses conventionally attractive models. Why do you think it’s important to use gender non conforming models and models who do not align with Eurocentric societal beauty standards?
Isabella: From a personal place, I wanted to ensure that queer folx* like me were both in front and behind the camera as much as possible. 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.
*Folx: The usual spelling, “folks” is an inclusive word, avoiding the gender associations of “guys,” “dudes,” and other male-associated words. That “x” retains the traditional pronunciation but opens the tent wider. Zimman praised this word for “suggesting solidarity” and representing “the everyday people.” Society has a long way to go, but maybe someday we can all just be folx.
Sorjo: As a queer woman, I find myself trying not to appear “too gay”. This is an insecurity most gay folks deals with as they fear that straight/cis people will look down upon those who appear “too extra” and stereotypes them as “the flamboyant type”. However, Fluide definitely encourages those who are part of the LGBTQ+ community to be their authentic selves. What are your thoughts on this?
Isabella: Coming into my queerness and surrounding myself with members of the community who creatively defy cultural expectations and gender norms helped evolve my own definition of beauty and shifted the ways in which I feel comfortable expressing myself. In the same way that being exposed to queer, non-mainstream representations of beauty opened up limitless, ungendered possibilities in my own self-expression, I’m hoping to do the same for others through Fluide by representing a funky, inclusive and expansive definition of beauty. Makeup can be one powerful, yet approachable tool in self-actualization and self-expression
Sorjo: Fluide donates a portion of their sales to incredible organizations such as the LGBTQ health center Callen Lorde, and the Sylvia Rivera Law Project. Can you talk to us more about why Fluide chose these organizations?
Isabella: Healthcare and legal support are crucial to the success of our community, which is why we are dedicated to supporting medical and legal non-profits that specifically focus on LGBTQ needs. Since we are based in NYC, for our first partners we chose two organizations that we knew well as a starting place. Our dream is to grow into a position where we can support many different organizations over time.
Callen Lorde is the global leader in LGBTQ+ healthcare and has been supporting the community since the days of Stonewall. The Callen-Lorde Community Healthcare provides quality services and health care, as well as promoting education and wellness for New York’s LGBT folks. The Sylvia Rivera Law Project is a collective legal organization that focuses on being a political voice for the lgbtq+ and lower income people. They work on improving access to legal and health services for all.
Courtesy of Fluide
Sorjo: The LBGTQ+ community, especially non conforming people, have always made amazing contributions to fashion, beauty and the entertainment industry. Makeup brands still to this day gives false recognition to cis white women that have originally gotten inspiration from non conforming folks and drag culture. What are your thoughts on this and how is Fluide taking their reigns back to get their rightful acknowledgement?
Isabella: The creative contributions of the LGBTQ community have undoubtedly been co-opted, unacknowledged, and tokenized for corporate profit by the fashion industry. I think the next step for the industry is to shift it’s “inclusivity” behind the camera and to represent diversity (racial, gender and beyond) in its art directors, photographers, stylists, management, and the people who are calling the shots. Showcasing queer style for queer folx by queer folx is at the core of Fluide.
Sorjo: Are there new projects and makeup that Fluide fans should look out for?
Isabella: We will launch our first eye products in late June — a quad of highly pigmented, delightfully bright eyeshadow shades in a sleek, mirrored compact. In July, we’ll debut a mini series collab with an incredible genderfluid actress from LA, which I can’t wait to share!
Wonderful platforms like Fluide is finally making visibility for all gender identities in such a beautiful, unconventional and powerful way. Can’t wait to see what they do next!