Gender Neutral Cosmetic Brand
Problem: There are not enough makeup brands that represent people identifying outside the gender binary.
Solution: Shatter makeup is a brand that creates products to help people of all gender identities to express themselves and also represents people of all gender identities wearing makeup.
Growing up I was never fond of makeup, even when all my friends were encouraging me to try it out I never wanted to try it, I saw makeup as something that was used to change the way you look to conform to beauty ideals.
As I learned about gender performance and beauty norms it made me think of makeup as a tool created to conform to society and the beauty ideals it upholds. It wasn’t till I started university and read scholarly work on gender, gender identity, and gender performativity I looked at makeup in a new light. The same thing that is used to conform to gender beauty ideals can be used to break gender norms and stereotypes.
People wearing makeup to express their gender identity is beautiful however there are barely any brands made for this. When I walk into a Sephora or Ulta all I see are women wearing makeup and conforming to the ideal beauty standard of the society. To solve this problem I created a vision of a brand that would create products to help people express themselves and showcase that their makeup is not made for a single gender identity but is a product created for anyone to be able to express themselves.
Shatter is a makeup brand creates products that celebrate people of all gender identities expressing themselves through makeup.
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