Unisex & Gender-Neutral Beauty: How to Build Products That Truly Appeal to All

21 Jul

The beauty industry is evolving fast. Gone are the days of pink for women and charcoal grey for men. Today’s consumers are smarter, more conscious, and more inclusive than ever. They want products that work, formulas they can trust, and brands that reflect their values, not their gender.

If you're a beauty brand looking to launch unisex or gender-neutral products, this guide is for you. We’re breaking down everything you need to know to position your products authentically and effectively for a truly inclusive audience.

🌍 Why Unisex & Gender-Neutral Beauty Is On the Rise

The shift away from gendered beauty isn't just a Gen Z trend it's a cultural evolution.

Gen Z consumers shop beyond traditional gender labels.
Consumers are choosing products based on functionality, ethics, and skin needs, not marketing fluff.
Minimalist routines and multi-functional products are now preferred over rigid gender-specific ranges.

The new beauty customer values transparency, skin-first formulas, and inclusive storytelling.

🧴 What Makes a Product Truly Gender-Neutral?

A gender-neutral or unisex product isn’t just about avoiding the words "for men" or "for her." It’s about intentionally designing every part of the experience. From formula to packaging, language to brand values, to resonate across identities.

Here’s what that looks like:

✔️ Functional, skin-first language

Avoid gendered terms. Focus on results, skin types, and concerns: like “hydrating,” “barrier-repairing,” “oil-controlling,” or “brightening.”

✔️ Ingredient-led formulas

Use active, effective ingredients with proven benefits, not ones chosen to reinforce stereotypes (like “extra strong” for men or “delicate” for women).

✔️ Neutral yet personality-driven packaging

Unisex doesn’t mean bland. You can keep things sleek, modern, or even bold, just avoid gendered colour coding. Think textured neutrals, clear messaging, and refillable systems.

✔️ Inclusive branding

Your visuals, copy, and campaigns should reflect real people with real skin goals, not gendered ideals. Representation matters and not just during Pride or Black History Month.

💡 How to Position Gender-Neutral Products That Resonate

Creating a great product is one thing, positioning it effectively is what makes it connect.

1. Lead with purpose

Be clear about why you’re offering a gender-neutral product. Is it about simplicity? Sustainability? Skin-first science? Let your mission shine.

2. Highlight skin concerns, not gender assumptions

Formulate and communicate around oiliness, dryness, sensitivity, pigmentation, acne, or aging, not gendered skin “types.”

3. Create an inclusive experience

From your website navigation to your product descriptions and visual content, make sure the customer journey is designed for everyone, not just your original target audience.

4. Back it with science, not trends

Your customers want education. Share ingredient benefits, test results, and transparent development processes that validate your brand's quality not gimmicks.

📚 Case Study: Youth To The People — A Masterclass in Inclusive Branding

Youth to the People has built a skincare empire without ever using gendered marketing. Their success lies in:

Clean, functional packaging that appeals to all
Product names that highlight ingredients, not who it's "for"
A mission-driven narrative focused on sustainability, ethics, and skin health
Authentic community building across all gender identities

Their products are for skin and for people. That’s what modern consumers crave.

🚫 What to Avoid When Going Gender-Neutral

❌ Rebranding a “men’s” product as unisex — Inclusion starts from ideation, not marketing spin.
❌ Over-simplifying your identity — Minimalist doesn’t mean emotionless. Personality still counts.
❌ Assuming one-size-fits-all — Gender-neutral doesn’t mean generic. Keep performance, skin diversity, and tone in mind.

✅ The Takeaway: Design for People, Not Pronouns

The most powerful unisex and gender-neutral beauty products succeed because they speak to real skin needs, honour diversity without stereotyping, and stay authentic to their mission.

If you're building products for everyone, build them with: