Have you noticed how the beauty industry looks completely different today compared to a decade ago? That’s because beauty is no longer defined by “his” or “hers.”

The new standard is for everyone. Gender-inclusive beauty is more than a trend; it’s a movement that celebrates individuality and rejects outdated labels.

But what exactly does that mean, and how are brands embracing it?

What Makes A Product Gender-Inclusive?

Think about your favorite moisturizer or cleanser. Does it really need to say “for men” or “for women” on the label? Modern consumers don’t think so.

Today’s gender-inclusive products are created for skin types and concerns, not gender. Hydration, acne, sensitivity, or aging, these are universal issues we all face.

You’ll also notice the packaging has changed. Instead of pink florals or dark “masculine” tones, many brands are choosing neutral, minimalist designs, clean whites, soft greys, and natural hues that appeal to everyone. The same goes for scents.

Light, fresh, and balanced fragrances such as citrus, amber, or musk are replacing overly gendered floral or spicy notes. The goal is simple: focus on quality and function, not who’s buying it.

How Are Brands Changing Their Messaging?

Marketing used to box people in. Ads told us what beauty “should” look like. Not anymore. Now, brands are moving towards diverse representation featuring men, women, non-binary, and transgender models in their campaigns.

This not only reflects real consumers but also promotes a message of inclusion and authenticity.

Even the language has evolved. Instead of saying, “This is for men,” brands now highlight the why, like “lightweight skincare for oily skin.” It’s about addressing real concerns, not assigning products based on identity.

Many companies also work with a wide range of influencers across the gender spectrum to promote self-expression and normalize diversity in beauty routines.

Which Brands Are Leading The Way?

A few pioneers have set the tone for this inclusive movement. MAC Cosmetics was one of the first to declare “All Ages, All Races, All Genders.” Fenty Beauty, founded by Rihanna, reshaped the industry with its inclusive shade range and diverse marketing.

Milk Makeup has built its identity on creativity, unisex packaging, and self-expression. Jecca Blac focuses on creating safe spaces for transgender women to explore makeup, while brands like Aesop and Malin + Goetz are redefining skincare with functional, gender-neutral design and clean ingredients.

The Future Of Beauty Is For Everyone

The beauty world is shifting toward freedom, the freedom to express, explore, and define what beauty means personally. Gender-inclusive beauty products and messaging aren’t about erasing identity; they’re about expanding it.

Whether you prefer a dewy glow or a matte finish, beauty now belongs to everyone, and that’s the most empowering trend of all.

Gloria Butler