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It’s something so normalized we barely even think about it – makeup is for women, right? Think about the last time you went shopping for a concealer, highlighter, moisturizer… did you spot any men in the store? Probably not. And that’s no coincidence. But a new brand is about to change all that, and hopefully the way we think about skincare altogether for the better.

Andrew Glass is about to launch the new non-gender-specific skincare line, aptly named, Non Gender Specific (NGS). And what’s more, he’s aiming to reduce the sheer volume of products we consume, too. Previously at men’s beauty line EvolutionMan, Glass spotted a gap in the market, and decided to challenge the currently accepted status quo of beauty and skincare products being marketed primarily towards women.

Speaking to PopSugar, Glass shared a few of his observations, and motivations to start up NGS. “The marketing behind a brand and its products are just as important as the product itself. The industry is segregated into male and female categories, 90 percent of which are female. This isn’t because these products only work on male or female skin, it’s the marketing used by the brand to reach a specific consumer.”

It seems like basic common sense to us. Who says men don’t also worry about lines, blemishes, spots, or dark circles? Must be hard to go get products when there’s no one to guide you about what your skin might need, and to reassure you it’s okay that your skin has needs. In a culture where men are barely able to talk about self-care, be that emotionally or in terms of their skin, a brand that does away with gender identity could be just the thing that’s needed.

To boot, Glass is launching NGS with just one product, the Everything Serum, intended to be an all-in-one moisturizer, anti-wrinkle treatment, brightening cream, pore-size-reducer, under-eye cream, and dark spot hyper-pigmentation treatment. Talk about a reduction in stress, and environmental impact.

Glass hopes branding of NGS will help us move away from the binary gender labelling altogether. As he says, “We are boldly marketing ourselves to all gender identities, not just male or female. We want everyone to feel comfortable purchasing our product.”

Sounds like it could really help us all to think of ourselves as just people, and given that we all have skin, we’d do well to start giving it the love it deserves.