In June, cosmetics brand Sephora launched Bold Beauty for the Transgender Community, a complimentary 90-minute class for people transitioning and those who identify themselves as transgender.
While traditionally makeup has been associated with females, the interactive workshops are designed to help those from the transgender community to explore their personal style, gain confidence and discover products that work for them. The session will include beauty regimes, makeup techniques and shade matching.
Today, makeup has become universal in terms of gender and colour. According to a 2016 survey by GlobalData, 18% of men would sometimes try out new or different varieties of face make up and 9% often tries out new or different face-up. It highlights the potential for targeting genders beyond the traditional female demographic. Furthermore, it shows that the concept of using makeup has started to become less taboo and more mainstream among genders beyond females.
Source: GlobalData’s Q3 2016 Consumer Survey
There has been a focus in the beauty industry to launch products that are all-inclusive in terms of gender and colour. For example, Fenty Beauty by Rihanna led the movement of offering 40 shades of foundation to focus on embracing on a wide range of traditionally hard to match skin called ‘The Fenty Face’.
Furthermore, there have been more male beauty influencers on social media, like James Charles, who has 5.1 million followers on YouTube and Instagram and has been doing beauty videos for three years. In the long term, it is expected that brands will continue to adopt a more inclusive approach when launching make-up products.
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