This Gorgeous New Beauty Campaign Makes a Powerful Point About Inclusion
Spring is approaching, which means cuffing season is officially over. To celebrate all the freedom, excitement, and novelty Peeps that provides, inclusive makeup brand Fluide has debuted its Uncuffed lipstick line and enlisted the help (and model-good looks) of activist Jacob Tobia for a new campaign.
Tobia is a gender nonconforming #transtrender and the author of Sissy, a memoir about their childhood. You also may have seen Tobia on MTV’s True Life: I’m Genderqueer, which was nominated for a GLAAD (the Gay and Lesbian Alliance Against Defamation) Award. Of their new campaign, “I’ve always wanted to be the face of a beauty campaign, but it took a courageous brand like Fluide to finally make that vision into a reality,” Tobia said.
“Gender nonconforming people have always been trailblazers in the fashion and beauty world, but our contributions have often been overlooked, erased, or displayed on bodies other than our own,” Tobia continued. “Fluide celebrates the beauty of nonbinary and gender nonconforming people not in spite of our trans identity but because of it—being the face of Fluide’s new campaign makes me feel like the beauty world is finally beginning to recognize our contributions.”
An inclusive, cruelty-free brand, Fluide donates 5 percent of each sale to LGBTQ+ health and advocacy nonprofits. Isabelle Giancarlo, Fluide’s cofounder, said the brand chose Tobia as the face of the campaign because they are “inventive, irreverent, and true to themselves.” Giancarlo also said Tobia “embodies the spirit of Fluide, which is about celebrating the infinite ways we express selfhood, gender, and identity.”
The Uncuffed lipsticks come in three shades, all named after queer spaces around the U.S. Both Ginger’s (a vibrant red-orange) and Rosemont (a classic red) pay homage to gay and lesbian bars in New York City. Babetown is an electric pink that’s named after a traveling pop-up dinner party for queer women and trans and non-binary people. The campaign photos are just as gorgeous as the bold hues.
Tobia said they were excited about being in a campaign that actually features a transgender person in gender nonconforming fashion and beauty looks. “I know that we are taking steps toward ensuring that non-binary and gender nonconforming beauty is appreciated, celebrated, and loved in every shade, every body-hair configuration, every pigment, every skin tone, every curve,” they said.
Shop Now Uncuffed Lipstick, $16
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