In recent years, the beauty industry has experienced a significant shift towards inclusivity and diversity. The creation of gender-neutral beauty products is one of the most prominent trends emerging from this movement. In 2024, cosmetics for everyone with brands like Nota, NonGenderSpecific and The Ordinary. These products break away from traditional gender norms, offering an inclusive approach to skincare, makeup, and personal care. Crafting gender-neutral beauty products not only aligns with the values of inclusivity and equality but also presents a lucrative opportunity for brands to tap into a growing market. Let's explore the key strategies for creating gender-neutral beauty products that resonate with consumers and drive sales.
Before diving into product development, it's crucial to understand the market demand for gender-neutral beauty products. Consumer research and market analysis can provide valuable insights into evolving consumer preferences and purchasing behaviors. Studies have shown that an increasing number of consumers are seeking products that are not limited by traditional gender stereotypes. They are drawn to brands that embrace diversity and offer products designed for everyone, regardless of gender identity.
Consumer preferences are pivotal in shaping the gender-neutral beauty trend.
As outlined in CosmeticsDesign Europe, men’s interest in beauty and cosmetics rose considerably in the last decade, marking the ‘fastest-growing interest’ for men across the world from 2018 to 2021. Celebrity culture has played a part in this shift toward gender-neutral skincare and makeup. Social media and influencer culture play a crucial role in promoting these products. Influencers advocate for inclusivity, while hashtags and viral trends on platforms like Instagram and TikTok amplify demand. Brands engage with these platforms for feedback, driving further innovation in gender-neutral products.
As the market for gender-neutral products matures, it's also important to find your niche - natural, gender-neutral products may not be enough - what else can differentiate you from the competition?
Creating gender-neutral beauty products requires a rethinking of formulations. Focus on developing versatile formulations that cater to a diverse range of skin types, tones, and concerns. Opt for ingredients that are effective and inclusive, avoiding gender-specific marketing claims.
Understanding the difference between biologically female and male skin
Although traditionally skincare and beauty has been quite binary, splitting ranges (and pricing!) into either male or female, there is some legitimacy to this approach as while there are many similarities, there are also a few biological differences between 'male' and 'female' skin.
Research by Luebberding and colleagues showed that biological men’s sebum content (which is influenced by biological hormones) is relatively stable on the cheeks over time and even progressively increases on the forehead, while sebum content decreases with age for biological women. As expected thanks to this higher sebum content, a study from 2006 proved that biological men also have larger pores than women. Focusing on the entire face and the neck area, Bailey et al’s study found that biological men have 10-20% thicker skin than biological women on average.
Generally, cosmetic chemist's will adjust formulations to sebum levels of different genders and also ages. Such as reducing the amount of vegetable oils and lipids for 'male' skincare. These differences in skin type, pore size, and overall skin thickness are some of the factors that you should consider in formulating gender-neutral skincare.
How can you make a skincare range that truly works for people of all genders? A sound approach is to create an overall gender-neutral brand with sub-ranges that cater to specific skin concerns. For example, offer a hydrating product range, with less lipids, for those who want to target the signs of aging on dry skin instead of ‘for women’. Similarly, non-comedogenic esters and antioxidant actives that are typically targeted toward men could be marketed as ‘lightweight skin care for oilier skin’.
Gone are the days where stores like Mecca were stacked with products with just pink floral skincare and make up. Today, there is a vast variety of packaging designs to appeal to a diverse range of people, of all gender identities.
You may wish to embrace simplicity and minimalism in packaging design, opting for neutral colors, sleek designs, and unisex imagery. Or you may wish to go bright. loud and proud. Packaging should be practical, sustainable, and appealing to all consumers, regardless of gender.
Effective branding plays a crucial role in the success of gender-neutral beauty products. Embrace inclusive language and imagery in marketing campaigns, avoiding gendered stereotypes and assumptions. Highlight the versatility and adaptability of your products, emphasizing their suitability for everyone, regardless of gender identity. Engage with diverse communities and influencers who advocate for inclusivity and representation. Authenticity and transparency are key to building trust and loyalty among consumers.
Accessibility and affordability are essential considerations when creating gender-neutral beauty products. Ensure that your products are accessible to a diverse range of consumers, both in terms of price point and distribution channels. Strive to make your products inclusive and affordable without compromising on quality or efficacy. Consider offering refillable options or partnering with sustainable initiatives to reduce environmental impact and promote responsible consumption.
At Good Chemistry we offer custom formulation and private label.
Private Label
Private labeling involves using our preexisting formula as your own. As the brand owner, you have full control over the packaging and branding process (meaning you can make the products 100% gender-neutral).
As all of the skincare is tested in advance, it’s quick to produce and much more affordable than other methods. Therefore, it’s possible to start with a larger product range if you source from Good Chemistry. If your want to further customise any of our Private Label products, we can work with you to do that (this is an 'in between' option between Private Label and full custom formulation).
Custom formulation and product creation
If you have a clear vision for a new and innovative gender-neutral product range, custom formulation can be the best, and only, way to realise this and create it. Although this method is much more costly and time-intensive, the result is highly-customised skin care that your target market won’t be able to find anywhere else. Custom formulation also enables you to truly create products for a niche - potentially products that don't exist as yet.
At Good Chemistry, we specialise in novel cosmetic research and the formulation of innovative, modern and natural products including gender-neutral skincare and haircare. Not sure if private label or custom formulation is right for you? - Compare both pathways.
Crafting gender-neutral beauty products requires a thoughtful and inclusive approach that prioritises diversity, inclusivity, and authenticity. By understanding the market demand, rethinking formulations and packaging, embracing inclusive branding, offering customization options, and prioritising accessibility and affordability, brands can create products that resonate with a wide range of consumers and drive sales. As the beauty industry continues to evolve, embracing gender neutrality is not only a progressive move but also a smart business decision that can lead to long-term success and positive societal impact.
To summarise, to create a successful gender-neutral brand:
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