Make-Up for the Trans Community

Over 45% of millennials are more likely to do repeat business with an LGBTQ-friendly company (Google, 2015). As gender fluidity continues to shape the beauty industry’s output in product and marketing messages, we spotlight two emerging brands catering to this group. 

• Jecca Makeup: Inspired by her work with LGBTQ communities, in November 2017 Welsh make-up artist Jessica Blacker launched the first colour cosmetics range specifically geared towards transgender people. Jecca’s Correct & Conceal Palette, for example, offers full coverage to conceal facial hair shadows and scars.
  
  Taking cues from clever beauty brands offering gender non-binary make-up, such as Milk Makeup and Sara Hill, the brand highlights the importance and growth of the trans colour cosmetics category.

• Kohl Kreatives: This British non-profit dedicated to beauty empowerment was inspired by its global charitable initiatives to create The Shapes Collection in August 2017 – a seven-piece vegan and cruelty-free make-up brush range. The multipurpose standalone line is the first of its kind to be catered towards the trans community, with its variously shaped brushes enabling users to create precise detailed and 3D masculine or feminine looks.
  
  The brand’s #MyArmour campaign uses real people from its free transgender make-up workshops, aiming to spread positivity and diminish the idea of standard beauty ideals.

For more on the beauty industry’s changing attitudes, see Gender-Fluid Generation and Next-Gen Beauty Marketing. For more on LGBTQ developments in other categories, see Packaging Futures: Diversity and The New Fashion Landscape: Diversity Rules.