Beauty industry marketing, packaging and products have been built on a stereotypically 'male' and 'female' paradigm. While unisex branding was often considered an infallible choice for brands to sell to all, the term still operates on a gender binary. As society’s understanding of gender boundaries are being challenged and rewritten, brands that silo consumers into binary stereotypes risk becoming obsolete. As non-binary, trans, and other gender identities come to the forefront, how can the beauty industry engage with, and develop for, these people in an authentic, engaging, and meaningful way?
