Genderless beauty, fashion go mainstream

In a striking departure from tradition, beauty and fashion brands are rapidly dismantling gender barriers, creating a new landscape where self-expression trumps binary norms. This development isn’t just a passing trend but a fundamental shift in how identity intersects with style — and Generation Z is leading the charge. Today’s shoppers increasingly seek products that resonate with their personal identities rather than conforming to gendered expectations in makeup, skincare, or fashion. “The idea that some parts of beauty belong to one [gender] group over another is a narrow view,” Jessielee Pearce, an advocacy and activism executive at beauty brand Lush. Brands like Aesop and The Ordinary, for instance, are focusing on formulations that cater to individual skin concerns rather than adhering to gender-specific marketing. The celebrity make-up and fragrance line by Harry Styles touts “genderless scents that embody simplicity, innovation, creativity, and beauty.” Why authenticity and self-expression reign supreme A 2024 study by Virtue Worldwide reveals that over 80% of young people in the Asia-Pacific region believe it’s “normal to be weird,” embracing uniqueness as a virtue rather than a flaw. A strong sense of individuality means brands that enable personal expression earn greater trust. “[What] we’ve come to see as ‘masculine’ or ‘feminine’ are social constructs ... often limiting and defining how we express ourselves,” says Pearce. In 2024, luxury skincare brand La Mer appointed Taiwanese singer and actor Jay Chou as its first male ambassador. The celebrity collaboration marked a shift in luxury brand endorsements, moving away from the “fresh meat” trend — referring to young, effeminate male idols — to more mature male figures, thereby broadening the representation of masculinity in beauty. Custom Market Insights (CMI) data shows the global male grooming market is growing rapidly — it was valued at approximately $55 billion in 2021 and is projected to reach $110 billion by 2030. By featuring diverse models who defy traditional stereotypes, beauty lines are promoting a sense of fun and liberation from restrictive ideals. “As society continues to evolve, we’re witnessing a beautiful return to the notion that beauty is for everyone — no matter who you are or how you identify. It’s a celebration of individuality, creativity, and self-expression,” Pearce adds. How Gen Z is redefining gender norms in fashion Gen Z shoppers are digital natives who are heavily influencing online commerce. Statista data from the first half of 2024 indicates that nearly half of new internet users in China were between 10 and 18 years old. Additionally, Gen Z now comprises some 23% of the total population in Southeast Asia. Social media platforms such as TikTok and Instagram are amplifying the non-binary phenomenon, enabling gender-neutral and inclusive styles to achieve rapid popularity. “Genderless fashion has been central to streetwear for a while, but the shift we’re seeing now is about inclusivity on a mainstream level. Gen Z is driving this, rejecting traditional categories in favour of self-expression,” says Marcus Cook, co-founder and Creative Director of HoMie Clothing Line. A 2025 Rakuten study found that Gen Z and millennials are more likely to purchase directly from brand websites, signalling a need for deeper connections with brands. And a Louisiana State University study reported that younger consumers demonstrate higher levels of engagement with fashion than preceding generations, especially around transparency and authenticity. Major fashion houses are embracing authenticity by appointing brand ambassadors who resonate with Gen Z audiences. Felix Lee, the 24-year-old K-pop star of Stray Kids fame, has become a muse for Louis Vuitton’s artistic director Nicolas Ghesquière. Lee’s recent appearance at the maison’s Women’s Fall/Winter 2025 runway exemplifies this collaboration. With a following of over 26 million, the star is influencing contemporary fashion beyond cisgender norms. A move to inclusive designs The shift away from traditional societal norms encompasses not only who wears what, but fundamentally transforms the design of the products themselves. Arguably, widespread adoption is “less about removing gender and more about expanding choice, giving people the freedom to wear what feels right without labels getting in the way,” says Cook. The Issey Miyake Fall/Winter 2025-26 collection, presented at Paris Fashion Week, exemplifies the brand’s commitment to innovation and challenges traditional fashion norms. The performance piece, inspired by Austrian artist Erwin Wurm’s One Minute Sculptures, featured models manipulating garments in unconventional ways, transforming a shopping bag into a dress and creatively wrapping knitwear. Fluid designs steer clear of motifs traditionally associated with specific genders, such as bows or hearts. Instead, these fabrics conform to different body shapes, supporting the unisex design ethos. A collaborative portrait series between fashion label Ruibuilt and influencer @jingyulin_ transcends traditional gender norms by blending elements typically associated with both masculinity and femininity — from form-fitting knits to sculpted pants reminiscent of Miyake’s latest “The Beauty of Paper” line. The artists live by body-positive mottos like “No matter who you are, your body always belongs to you.” The blurring of gender boundaries reflects a broader commitment to inclusivity and diversity within the industry. For instance, beauty brands are adopting universal design principles to create products accessible to all, including those with disabilities. A “beauty for all” approach challenges conventional standards by offering adaptable makeup tools and packaging that cater to various needs. South Korean brand Dr. Jart+ has begun adding Braille to its packaging, making product information accessible for visually impaired people. “Beauty has long been shaped by societal expectations and gender norms, but the truth is, beauty is inherently genderless,” says Pearce.

Genderless beauty, fashion go mainstream

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Published March 25, 2025

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Genderless beauty, fashion go mainstream