The global gender-neutral beauty market will reach $7.2 billion by 2027 (Statista), signaling an irreversible shift from gendered marketing to science-backed, inclusive solutions. This movement isn’t a trend—it’s a consumer-led revolution transforming product formulation, branding, and retail.
5 Key Market Drivers
- Gen Z Demand
56% actively seek genderless products (McKinsey), valuing efficacy over traditional gender segmentation. - LGBTQ+ Advocacy
With 20% of Gen Z identifying as LGBTQ+ (GLAAD), brands like Jecca Blac and Fluide lead with purpose-driven positioning. - Skin Science Focus
Research confirms: skin concerns (acne, aging) aren’t gender-specific. Brands like The Ordinary prioritize biology over binary labels. - Economic Shifts
Unisex products reduce R&D costs and streamline inventory—Sephora reported 35% growth in gender-neutral categories in 2023. - Digital Influence
#GenderlessBeauty has 450M+ TikTok views, normalizing makeup as self-expression beyond gender.
Industry Barrier Breakdown
| Traditional Practice | Modern Shift | Pioneer Example |
|---|---|---|
| “Men’s” vs. “Women’s” aisles | Gender-blind merchandising | Ulta Beauty’s inclusive store zones |
| Gendered fragrances | Unisex scent profiles | Le Labo Santal 33 (70% gender-neutral sales) |
| Gender-targeted ads | Diverse representation | Fenty Beauty’s campaign fluidity |
3 Strategic Imperatives for Brands
- Reformulate Products
- Replace “for men/women” with concern-based labeling (e.g., “hydration boost” vs. “men’s moisturizer”).
- Develop multipurpose items: Milk Makeup’s Flex Concealer works across skin tones/genders.
- Revolutionize Marketing
- 72% of consumers prefer brands featuring diverse models (Adobe).
- Haus Labs by Lady Gaga uses non-binary creators in 60% of campaigns.
- Retrain Retail Ecosystems
- Sephora’s “We Belong to Something Beautiful” initiative educates staff on inclusive consultations.
Future Outlook: The Next Frontier
- Biotech Personalization: AI skin analysis tools (e.g., Prose) ignore gender, focusing on biomarkers.
- Regulatory Evolution: UK’s 2024 Cosmetic Standards now prohibit binary claims like “for women.”
- Investment Surge: Gender-neutral startups secured $290M in VC funding in 2023 (CB Insights).
“The future isn’t genderless beauty—it’s beauty beyond gender.”
– Pat McGrath, Makeup Icon
