Environmental Studies concentrator and visual artist, Isabella Giancarlo ‘14, never imagined cosmetics would be her future, but in creating the first genderqueer beauty brand, Fluide, she may have found her calling. Giancarlo’s foray into beauty emerged as she was working as a brand strategist and designer in NYC, and saw an opportunity to “create something new and empowering for people of all gender expressions—to locate makeup outside of the paradigm of cis-female beauty opens up the potential for makeup to be an empowering form of self-expression for all people, rather than a representation of all the ways you don’t measure up.”
Launched in January 2018, Fluide is a collection of colorful, cruelty-free makeup available online and through a growing list of U.S. retailers. Founded in Brooklyn, New York, with business partner, Laura Kraber, Giancarlo explains that Fluide was created with the belief that makeup is a tool of transformation and a powerful means of self-actualization. “From a personal place, I wanted to ensure that queer folks like me were both in front and behind the camera as much as possible. I knew that a younger me was dying to see queer beauty represented by queer people and I know the process of coming into my queer identity would have been a lot easier had I had more gender-expansive role models, says Giancarlo.
Fluide has been well-received by the media and covered by outlets from Teen Vogue to Buzzfeed to Fast Company and is looking forward to increased distribution and continuing to make the world a little bit sparkly-er in 2019.
More About Fluide:
A mission-driven startup, Fluide donates five percent of profits to organizations that support health + legal rights in the LGBTQ community. Fluide’s collection includes liquid lipstick, lip gloss, nail polish, eyeshadow, and glitter free from potentially harmful and/or endocrine-disrupting chemicals including phthalates, parabens, formaldehyde and triclosan. By naming lip and nail shades after queer spaces around the globe, Fluide seeks to pay tribute to the importance of safe spaces for the LGBTQ community. Get in touch with them here – firstname.lastname@example.org.