The following exemplary beauty brands are responding to a strong consumer demand for gender-neutral products and services in a space long dominated by a traditional, binary paradigm

“There are tons of women who don't relate to overly feminine packaging as well as many men who don't need every product to be charcoal gray, black, or marketed as something that will make them more tough, says Georgie Greville, co-founder of Milk Makeup. Indeed, nearly 40% of adults aged 18-22 have shown interest in gender-neutral beauty products. Leading retailers are leveraging this trend by investing in gender neutral products and services, oftentimes marketing and branding them as such.

In PSFK's latest research paper on beauty, our team highlighted three companies that are leading in gender-neutral branding in line with the values of today's younger consumers:

Non Gender Specific
Non Gender Specific is a skincare brand targeting all 71 gender identities with simplified and neutralized marketing. It is also supportive of green products and sustainability measures.

Birchbox
Beauty subscription brand Birchbox rebranded its men's subscription business BirchboxMan to non-binary “Birchbox Grooming” to promote greater inclusivity.

Nécessaire
Necessaire aims to serve consumers of every gender by producing non-toxic personal care products free of gender-specific scents and with a gender-neutral packaging.


Lead image: stock photos from John Arehart/Shutterstock

“There are tons of women who don't relate to overly feminine packaging as well as many men who don't need every product to be charcoal gray, black, or marketed as something that will make them more tough, says Georgie Greville, co-founder of Milk Makeup. Indeed, nearly 40% of adults aged 18-22 have shown interest in gender-neutral beauty products. Leading retailers are leveraging this trend by investing in gender neutral products and services, oftentimes marketing and branding them as such.