Why genderless skincare is so important right now
And how Ingredients® skin care are ahead of the curve
The beauty industry has largely been the domain of cisgender women, but in 2021, an era where we’re asking for more inclusivity from brands across the board, is this mentality completely outdated? We think so. And beauty brands like Ingredients® are creating genderless skincare products that challenge this norm, and in doing so are disrupting the industry – a move that will hopefully inspire other brands to follow suit.
Men and beauty
When we talk about inclusivity, it’s not just about the notion that men don’t indulge in beauty products either, but let’s just touch on that for a moment. New research from Roy Morgan points to millennial men buying skincare more than ever. In fact 34% of Millennial men use skincare products and also buy them within a six month period. The proof is in the stats: if products are only marketed to women, they’re missing out on a huge opportunity.
The Gen Z take
Generation Z are a powerful group. They are vocal, passionate, fearless and idealistic, and they are leading the charge when it comes to expecting more from brands. And, what they want is genderless beauty and skincare products. Diverse and digitally-native, they proudly embrace their pronouns, and it’s because of their influence brands like Instagram update their features to include pronouns in everyone’s bio. It’s no surprise then that almost 40% of this group show interest in genderless skincare, and are willing to spend their money on brands that resonate with their values. Considering that Gen Z makes up about 40% of all consumers, and that they’re responsible for influencing their own households, this is not something that should be ignored.
The future is genderless
Now more than ever the notion of gender is almost becoming obsolete. In 2021 it’s now the norm to step outside the confines that “male” and “female” prescribe and identify with whatever term feels true to you : non-binary, gender fluid, genderqueer – we are moving far beyond a world of cisgender-only domination. This again has an effect on the beauty industry because how can you truly have an inclusive brand when your messaging only speaks to a defined group? Yet another reason why having a gender neutral brand is so important.
The message here is loud and clear: it’s time to ditch the gender stereotypes. Brands like The Ordinary have paved the way, proudly representing “just human beings” since its inception. Many wellness and “green” skincare brands have done a decent job in keeping their messaging unisex, but very few have openly embraced their genderless skincare stance like that of Ingredients® Skincare. Founded by couple Eric and Myriam Malka, the range of 100% plant based products have no filler ingredients – not even water – instead focusing on only plant actives. In another first, they also list all their ingredients on the outside of the packaging, a true show of radical transparency. But that’s all just a bonus here, because what they’ve also done is created a range with a focus on skin health; to detox, repair, boost collagen and balance the skin. Co-founder Eric Malka says, “When you balance the skin’s microbiome, you address all skin “issues” leaving your skin healthy, hydrated, and plump. Because our formulas are 100% pure and respect the skin’s microbiome, our products work for every skin type, age, gender, and race.” By taking the focus off the marketing, and prioritising what the products are there for - skin health - they have creates a truly genderless, inclusive skincare range that is for everyone.