GENDR Cosmetics launches gender-inclusive luxury makeup brand

17 Dec 2021 --- GENDR Cosmetics has unveiled a luxury makeup and cosmetic tool line for women, men and non-binary people. Notably, the brand’s inaugural line-up features “Matte Longwear Liquid Foundation” with so-called “climate-adaptive” technology.

Its ingredients include hyaluronic acid, kaolin, bentonite, vitamin E, talc, silica and titanium dioxide, among other common skincare preservatives and emulgators. The climate-adaptive aspect or ingredient is unclear.

The line also includes a long-lasting and organic lipstick made from jojoba, avocado and coconut oils. Various tools and accessories such as lash glue and seven different brushes are also available.

GENDR’s products range from US$8 to US$60. The brand plans to release new products seasonally. 

GENDR’s products range from US$8 to US$30.Inclusion at every step
The line was founded by two “veterans” of women’s fashion, N’Kele McNeil and Ginger Vickrey. The founders have a combined total of 40+ years in the clothing industry. GENDR’s launch marks their entry into the world of makeup and cosmetics.

“We apply our inclusive philosophy not only to our products, but in the people we hire, the faces you see in our marketing, and all the opportunities we will offer through our collaborations with artists and entrepreneurs,” says Vickrey. 

GENDR intends to make cosmetics accessible and approachable to consumers regardless of their background. “We wanted to create a next-generation brand that doesn’t mask people’s individual beauty, but celebrates it,” notes McNeil.

Changing attitudes
“Pop culture already reflects the blurring of gender lines and the changing attitude toward masculinity, femininity and self-expression,” underscores McNeil. 

“As we step into 2022, we think it is the perfect time to launch GENDR, which is really just focused on giving people the tools to be their most authentic selves.” The brand caters to people of all backgrounds and experience.

PersonalCareInsights has noted this cultural shift toward inclusion, especially among Gen Z, in the past. And McNeil and Vickrey are not the first to hop on this wave. Recently, singer Harry Styles released a line of gender-neutral nail polish and face-serums. 

GENDR reveals it plans to showcase art and products made by independent creatives of LGBTQIA+ experience and of color. This makes them more than “just a beauty brand” in their eyes. 

“We want to give back to the community by sharing the stories of creatives that come from all walks of life,” Vickrey comments.

GENDR also promises to champion humanitarian causes on its website, which is still developing.

“Our goal is to build a brand that reflects the beautiful, diverse world that we live in today and want to build upon for future generations,” Vickrey reflects. 

Edited by Olivia Nelson