Meet “Beauty Beasts” who Lead Nonbinary Beauty
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- Skincare and makeup are no longer women-exclusive. Every gender has now been included in this realm without a gender barrier as a large number of modern cosmetic and skincare brands employ male ambassadors.
- Beauty Beasts refer to young people who like to take care of their beauty and self-image. This trend is not gender-specific since everyone has the right to be the best version of themselves.
- In these days and age, gender, ethnic and racial equality is the norm. Therefore, Beauty Beasts can open the door to new opportunities in the beauty business.
Nowadays, and makeup are no longer women exclusive. Every gender has now been included in this realm without a gender barrier as a large number of modern cosmetic and skincare brands employ male ambassadors to promote hero products including eyebrow pencils, mascaras, eyeliners, foundations, and even anti-aging cream. It is no wonder genderless beauty has become increasingly normalized since everyone has the right to be the best version of themselves with the help of beauty products.
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The term associated with young people who like to take care of their beauty and self-image is Beauty Beasts. Modern beauty brands no longer target their products solely at consumers of the fairer sex since men come to be more mindful of their appearance through the use of skincare and makeup such as foundations, mascaras or eyebrow pencils. These products have become unisex items.
In research done by I-DAC Bangkok and a media and digital marketing agency MI Group, 96% of the Beauty Beast population are trend adapters who adopt and customize new trends to suit their individual styles rather than just copy the trend completely. 85% of them are very expressive on social media, and 75% are tech-savvy or digital natives who grew up with technology. These findings coincide with the research done by GlobalData which reveals that consumers aged 18-34 are highly individualistic and very knowledgeable about various social media platforms.
Beauty Beasts is a genderless trend that emphasizes on gender, ethnic and racial equality which can open the door to new opportunities in the beauty business. For example, Rihanna's cosmetic brand, Fenty Beauty, positions itself as a brand for every gender. Their makeup lines also feature a wide range of swatches for every skin tone and are represented by celebrities and brand ambassadors from different ages and ethnic backgrounds. Another noteworthy example is M.A.C Cosmetics which collabs with the internationally famous Caitlyn Jenner whose previous name was Bruce Jenner, a member of the Kardashian family, to create a makeup line as well as represent this collection herself. These are all giant steps in the world of beauty where inclusion and diversity are increasingly becoming mainstream.
References
Genderless beauty creates new opportunities for brands
The rise of genderless beauty products: Do men and women really need different skincare?
Consumer insights from “Beauty Beasts” gender-neutral beauty – real men use 9.3 beauty products! from i-dac Bangkok and MI Group
https://www.brandbuffet.in.th/2022/03/beauty-beasts-when-beauty-becomes-gender-less-research/
Credit Pictures: Getty image