It may not be an entirely new trend, but genderless beauty took a major leap forward in 2020.In July, YouTuber and influencer Patrick Starrr launched his long-awaited brand One/Size, a genderless product range with eye shadow to makeup wipes.
MAC Cosmetics also announced Lay Zhang, member of South Korean-Chinese boyband Exo, as its new global ambassador.
More brands have followed suit. Shiseido named trans model and actor Hunter Schafer (of HBO’s “Euphoria”) one of its global makeup ambassadors. Launched in November, Pharrell Williams’ new skincare line Humanrace is also being marketed as gender-neutral.
Smaller companies have also helped shape the gender-fluid beauty space this year, not only in terms of products, but also casting, advertising and branding.
Non Gender Specific’s new face cream has proved popular. K-beauty inspired line Panacea, a hit among beauty enthusiasts in lockdown, describes itself as ‘gender-agnostic.’