How Makeup and Fashion Shape Gender, Identity, and Freedom of Expression
Makeup and fashion are powerful tools for expressing identity, but they also carry the weight of societal expectations. They influence how we see ourselves and how others see us. This influence is often mediated through trends, which can either restrict or liberate. Below, we explore these dynamics, featuring real-world examples and voices from creators who navigate this terrain daily.
The Industry’s Role: Gatekeepers of Gender Norms
Historically, makeup and fashion industries have promoted a binary vision of gender. For example, until recently, many brands only marketed pink, glittery products to women and dark, matte, “masculine” products to men. This reinforced traditional gender roles and left little room for expression outside those norms.
Example:
Fashion runways have often showcased hyper-feminine or hyper-masculine collections, signaling strict categories to the public. However, designers like Gucci’s Alessandro Michele have blurred these lines by featuring androgynous models and mixing traditionally gendered clothing.
Trends as Both Constraint and Catalyst
Restrictive Trends:
In the early 2010s, the “Instagram face” trend—characterized by heavy contouring, flawless skin, and full lips—dominated beauty standards worldwide. While it created a uniform ideal of beauty, it also marginalized those with natural skin textures or features that didn’t fit the mold.
Interview Insight:
“I felt like I had to hide my freckles or uneven skin tone because it didn’t match what influencers were doing,” says Maya, a 24-year-old makeup artist. “It took years before brands started promoting natural skin and ‘no-makeup makeup.'”
Liberating Trends:
On the other hand, movements like the queer fashion revolution have used trends to challenge and redefine gender. Celebrities like Billy Porter and influencers such as Jazz Jennings wear makeup and clothing that defy gender binaries, encouraging acceptance and visibility.
Example:
The rise of gender-neutral collections from brands like Telfar and Phluid Project demonstrate how fashion is evolving beyond binary norms, creating spaces where identity is fluid.
Personal Freedom and the Market Forces
While makeup and fashion can be tools of empowerment, they are also commercial industries that profit from trends. This means that conformity often sells better than radical difference.
Interview Insight:
“As a nonbinary person, I appreciate brands that include us, but sometimes it feels performative,” says Jordan, a content creator. “I want brands to listen to us, not just use our identity for sales.”
Brands and Communities Leading Change
Some brands are pushing for authentic inclusion, going beyond marketing campaigns:
- Fenty Beauty revolutionized foundation ranges, offering 50 shades at launch, directly addressing the lack of options for darker skin tones.
- Savage X Fenty by Rihanna showcases diverse body types and gender expressions in its campaigns.
- Indie brands like Fluide and E.l.f.’s Woke AF Collection openly celebrate queer and trans identities.
Communities on platforms like TikTok have created trends that celebrate individuality, such as the “skin positivity” movement and “makeup for neurodivergent creators,” broadening the scope of beauty standards.
Navigating Between Influence and Freedom
Makeup and fashion industries continue to shape societal norms around gender and identity. Trends can both box people in and open doors to new possibilities. Real freedom emerges when consumers, creators, and brands collaborate to challenge restrictive norms and celebrate diversity authentically.