We Are Fluide is a mission-driven beauty brand that creates vegan, cruelty-free and paraben-free cosmetics designed for all skin shades and gender expressions. We spoke with founder Laura Kraber about the importance of creating a beauty brand for LGBT+ people.
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We believe that makeup is joyful and fun — as well as powerful and transformative — and nobody should be left out.
Through providing a platform and amplifying the voices of queer and gender expansive identities and through showcasing queer beauty, we hope to inspire others to create their identities on their own terms, opening up possibilities for everyone’s self-expression.
The company came together around the idea that makeup can be a tool of transformation and a powerful means of self-actualization, especially for gender expansive teens and people in the LGBTQ community. Although mainstream media may primarily portray people who fit a very narrow definition of beauty, promoting impossible ideals, young people today are making the choice to be themselves—to accept their bodies and embrace their uniqueness. We want to honor and celebrate that ethos of self-acceptance, experimentation, and freedom. We Are Fluide represents an opportunity to recognize and celebrate the shift in our culture regarding gender expression, and to create products, content, and an online community that validates and supports the individuals leading this important movement.
To locate makeup outside of this paradigm of cis-female beauty is liberating and it opens up the potential for makeup to be a creative, empowering means of self-expression for all. Representing queer beauty and self-expression opens up possibilities for all—in how we look, who we are, and who we want to be. For us, the future of beauty is gender expansive–where gender is understood as unique for everyone, rejecting a binary with “masculine” on one side and “feminine” on the other and instead, allowing for a multitude of experiences and expressions of gender. I think beauty will continue to be less prescriptive and more individualistic, and overall more enjoyable and playful.
We champion queer beauty and support our community by bringing underrepresented people to the table in every capacity for our brand—as art directors, photographers, consultants, stylists, and models. We seek to ensure that for every underrepresented person we have in front of the camera, we have as many or more behind the scenes. We donate product on an ongoing basis to fundraisers and other community events. We’ve partnered with Callen-Lorde, The Marsha P. Johnson Institute, NYC Dyke March, Queer Detainee Empowerment Project, Stonewall Youth, and True Colors, just to name a few.