# Gender-Fluid Beauty Campaigns Milk Makeup Spotlighted a Universal Makeup Product Anyone Can Use By Laura McQuarrie | Published 2017-03-08 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/universal-makeup References: [refinery29](http://www.refinery29.com/2017/03/144033/milk-makeup-blur-the-lines-campaign?utm_source=feed&utm_medium=rss) & [milkmakeup](https://milkmakeup.com/products/blur-stick/) In collaboration with Very Good Light, Milk Makeup released 'Blur the Lines,' which shows off one of its universal makeup products and starts a conversation on blurring the lines on the gender spectrum. Milk Makeup's campaign stars people who describe identifying themselves as "an alien," "he, man, him or queen" or "a boy growing into a man," among others who don't quite feel they fit the gender binary. Throughout the video, these individuals can be seen applying Milk Makeup's Blur Stick, which helps to reshape some of the ways that both brands and consumers think about makeup, as well as who it is designed for. Across the beauty industry, cosmetic beauty like [Rimmel](https://www.trendhunter.com/trends/full-volume-makeup), [Covergirl](https://www.trendhunter.com/trends/covergirl-trublend) and [Maybelline](https://www.trendhunter.com/trends/maybelline-face-the-difference) are now involving male influencers like Lewys Ball, James Charles and Manny Gutierrez in their marketing as a means of challenging conventional beauty and gender norms. ## Trend Insights (Trend Hunter) - Score: 4.4/10 - Popularity: 39% | Activity: 84% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### What's Driving This Trend - **Gender-fluid Beauty:** Opportunity to create inclusive beauty products and challenge traditional gender norms. - **Inclusive Marketing:** Opportunity for brands to collaborate with diverse influencers and showcase a more diverse range of customers. - **Universal Makeup:** Opportunity to develop makeup products that are suitable for people of all genders. ### Who This Affects Most - **Beauty:** Disruptive innovation opportunity in the beauty industry to create gender-neutral products and campaigns. - **Cosmetics:** Opportunity in the cosmetics industry to expand beyond traditional beauty standards and embrace diverse representations. - **Marketing:** Opportunity for marketing industry to promote inclusivity, diversity and challenge societal norms. ## Related on Trend Hunter - [Blurred Cosmetic Campaigns](https://www.trendhunter.com/trends/mac-cosmetics-and-ella-gross.md) - [Made-for-Men Makeup Lines](https://www.trendhunter.com/trends/nunorm.md) - [Inclusive Makeup Brand Campaigns](https://www.trendhunter.com/trends/it-feels-good-to-be-seen.md) - [All-Asian Beauty Campaigns](https://www.trendhunter.com/trends/maybelline-face-the-difference.md) - [Bold Beauty Campaigns](https://www.trendhunter.com/trends/i-play-beauty-campaign.md) - [Influencer-Led Mascara Campaigns](https://www.trendhunter.com/trends/milani-cosmetics-and-the-lipstick-lesbians.md) - [Authenticity-Centric Beauty Series](https://www.trendhunter.com/trends/we-belong-to-something-beautiful.md) - [Inclusive Beauty Brands Initiatives](https://www.trendhunter.com/trends/pride-and-beauty-for-everyone.md) - [Empowering Beauty Campaigns](https://www.trendhunter.com/trends/you-are-amazing.md)