B.WITCHING TREND REPORT

Think about thick blue disposable razors vs. dainty pink ones; pine-scented, dark green deodorant sticks vs. flower-scented, pastel-packaged antiperspirant; leathery-smelling aftershave in wood-topped bottles vs. pink face lotion in flowery jars. In some cases, although the products aren’t very different — a razor is a razor — the packaging makes the target demographic clear. But as skin-care-obsessed young women share their enthusiasm with their brothers and partners, a teen like James Charles takes a turn as the face of CoverGirl, and male beauty experts on YouTube show other men how to apply cosmetics, the traditional gender lines are blurring, if not disappearing altogether. Beauty brands are pivoting toward more gender-neutral products presented in unisex packaging. Newer brands are entering the gate too with gender fluidity already built into their DNA, experts say, using advertising that reflects diversity in race and gender, and packaging products in ways that avoid old stereotypes. “They’re more inclusive, and they hit on more of the things that are important to younger consumers today, like ‘sustainable’ or ‘clean’ or ‘genderless,’ ” said Larissa Jensen, senior beauty analyst at market research firm NPD Group.

Laura Kraber, co-founder and chief executive of We Are Fluide, a gender-neutral makeup brand founded in 2018 states, “our packaging and product development has tried to not be extremely masculine or feminine, and we discard those notions generally because our whole belief is that gender is more of a constellation than an extreme of one or the other. If makeup is joyful and transformative and fun, nobody should be left out.”

Keeping things fresh, clean and accessible will allow everyone to enjoy what they like without judgement. Here at B. Witching Bath we have been embracing the gender neutral wave for over 30 years with numerous fragrances in clear, clean, gender neutral packaging. We don’t sway pink or blue; we’re here for you!