For generations, advertisers have linked pink with women and blue with men. Although if you look closely, their products aren’t very different. Shampoo is shampoo and oil is oil. The ingredients are more or less the same. It is their packaging that differentiates these products. And here comes the idea of gender neutral brands.
Over the years, there has been a change in people’s thinking, especially the millennials. They believe that hair and skin care have no gender. Hence, the world of beauty is evolving swiftly. You will now see boys donning floral scents and girls using men’s charcoal face packs. Millennials are bringing down stereotypes and walking towards gender-neutral brands. This has led to the emergence of the gender neutrality movement with the rise of gender neutral brands.
Gender neutrality is the new normal. It is a lifestyle. The current generation acknowledges that when it comes to fashion and beauty, there is absolutely no reason for different products for different genders. The thinking has inspired many brands to come up and rethink their existing strategies. They are gravitating towards products that can be used by everyone irrespective of their gender. Additionally, the surge of the LGBTQ movement has led to more awareness towards gender neutral brands.
Ingredients have no gender!
It is true that ingredients can not be stereotyped and make effective for just one gender. For example coconut oil is rich in Vitamin E and it is healthy for hair and not just women’s hair. All the products including face washes, serums, oils, shampoos, conditioners and even fragrances are now being targeted as gender-fluid.
When it comes to beauty regime and personal care, gender specific boundaries are blurring. As it does not make any sense that ingredients like bhringraj only work for men. Inclusivity is now one of the ways to bring the brands forward. An open and diverse approach can only shift gender focused targeting to amore inclusive one. In the West, there are a lot of labels that have overwhelming product line ups, that can be used by anyone regardless of skin color and gender. Sadly, we need more such gender neutral brands in India.
Here are some gender neutral brands in India:
Popular beauty name Nykaa is known for its affordable range of makeup and cosmetics. It offers a range of unisex serums under the label of SKINRX. Everyone is obsessing over their new formulations containing salicylic acid, hyaluronic acid, AHA, Vitamin C, etc.
Founded by Prashant Parikh, the skin and hair care brand Satthwa offers natural solutions to various concerns. Aiming to infuse real ingredients, it offers sulfate-free shampoos, plant-based retinol alternatives, and mineral oil free hair oils. Their products are gender fluid. Anyone can apply their body milk and still feel fresh. There are many products to try.
3. Super Smelly
New age brand Super Smelly is making a lot of buzz due to its quirky name. Even their website says that they did not want a sweet-sounding name. Their wide range of deodorants are suitable for all genders. Their bestsellers include genderless activated charcoal face wash, glow latte exfoliating face wash, and many more.
4. Skin Elements
Intimate hygiene in India has largely emphasized on female consumers. There were no such products for men until 2017 when Skin Elements were launched. Their first product was foaming intimate wash for men. And then subsequent variants were introduced. The brand showed why intimate hygiene is necessary no matter the gender.
5. WOW Skincare
WOW skincare is best known for its castor oil and onion oil. They have a variety of products that cater to all genders under one name. They offer a whole anti-acne regimen containing different products that can be used by anyone.
Need for more gender neutral brands
Seeing this transformation, a number of India brands are putting their forward in the right direction. However, we need more gender neutral brands. The roles that people are playing in their lives are becoming gender fluid, so why not beauty products.