It hasn't always been easy for people who aren't cisgender women to feel seen or represented to when shopping for makeup. However, inclusive beauty brand Fluide wants to break from this convention — and, in the process, challenge the notion that makeup is gender-specific. It's for those reasons that Fluide has cast gender-nonconforming LGBTQ rights activist Jacob Tobia to front the brand's newest campaign for its Uncuffed lipstick line.
The liquid lipstick comes in three matte shades that are sure to make a statement without saying a word. The lineup consists of "Babetown" (an electric pink), "Ginger" (a fiery red-orange), and Rosemont (a bright, true red). The colorful campaign photos show Jacob showing them off with glittery eyes, bright yellow nails, sparkly blue hair, in addition to other fun power pairings.
"For decades, gender nonconforming people have been at the forefront of fashion and beauty culture, and I'm thrilled to be working with a brand like Fluide that is finally beginning to recognize our contributions," Jacob said via press release shared with Teen Vogue. "As a gender activist, lipstick is one of the most powerful tools I have for creating a more inclusive, shimmering world. In partnership with Fluide, I'm thrilled to have some new shades in my feminist arsenal."
Fluide's other lineup of models feature a diverse range of gender identities and racial backgrounds, and the proceeds from its products support LGBTQ charities including healthcare organization Callen Lorde and legal group the Sylvia Rivera Law Project. The product range — which also includes nail polish, loose glitter, and other varieties of liquid lipstick — is 100% cruelty-free and is formulated without parabens and phthalates.
"Fluide is about celebrating the infinite ways we express selfhood, gender, and identity," Fluide’s Creative Director Isabella Giancarlo said in the press release. "Representing gender-inclusive beauty and self-expression opens up possibilities for all; in how we look, who we are and who we want to be."
