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Launched a Non-Gender-Specific Beauty Brand

Before you name B.S. (“splendor merchandise had been continually made for everyone, dammit!”), pay attention Andrew Glass out. Glass previously ran the worldwide enterprise at EvolutionMan, a skincare line for men, for 5 years before launching his very own logo.…

Before you name B.S. (“splendor merchandise had been continually made for everyone, dammit!”), pay attention Andrew Glass out. Glass previously ran the worldwide enterprise at EvolutionMan, a skincare line for men, for 5 years before launching his very own logo. His latest undertaking, dubbed Non Gender Specific (or NGS), is about to simplify and neutralize the beauty marketing world. Glass is getting into the market with simply one product — The Everything Serum ($ sixty-five, available for preorder in January and ships overdue Spring) — and that is part of the undertaking.

“While running the global business at a guys’ skin care logo, I found out how segregated the industry had emerged as, and it became my undertaking to exchange that. As a minimalist at heart, I changed into pissed off feeling like I needed 10 one of a kind product to ‘get the job’ finished and make my skin look correct,” he told me thru electronic mail. “That is after I began visualizing a logo that had no gender obstacles, and had products that blanketed a wide-variety of skin concerns. Non-Gender Specific is for anybody and all gender identities — no longer simply male or female (binary gender is an aspect of the past). The beauty of NGS is that we trust in and encourage individuality. Who cares if a person identifies as male, female, or one of the other seventy-one recognized gender identities? Non-Gender Specific is the brand for all humans. We’re strategically launching one hero product at a time.”

This hero product is a paraben-free serum that promises to give you brighter, smoother skin. It is made with herbal substances, together with antioxidant-wealthy grapeseed oil, pore-decreasing mushroom extract, and rejuvenating vitamin E. There is likewise soybean extract to nourish, antarctic seaweed extract to improve elasticity, lactic acid to assist with hyperpigmentation, and precise antique caffeine to make you appearance and feel extra conscious. This lineup seems quite rock celebrity for individuals who prefer primarily natural components.

Here, I chatted with Glass extra to get into WTF makes this a gender-neutral product — if that category even exists.

POPSUGAR: What makes this a nongender product? Aren’t all merchandise essentially nongender even though they don’t spell it out?
Andrew Glass: That is an exquisite query, and additionally showcases what makes Non-Gender Specific distinctive. Yes, technically anyone can buy any product, however, they do not. Why is that? The advertising behind a brand and its merchandise are just as vital as the product itself. The industry is segregated into male and girl categories, ninety percent of which might be the lady. This is not due to the fact those merchandise best paintings on male or girl pores and skin, it is the advertising used by the brand to reach a specific patron. Not to say, binary gender is an issue of the beyond. At NGS, we’re boldly advertising ourselves to all gender identities, no longer simply male or girl. We want all people to feel comfortable shopping our product.

PS: Was there ever a time you wanted to shop for a product but felt it changed into to girl?
AG: As a male, there have in reality been instances where I’ve felt uncomfortable in shops looking at merchandise surrounded by means of advertisements of women the use of the product. I’ve even observed other customers staring, wondering why a man is calling at highlighters. I don’t blame the consumer, it’s the enterprise and how manufacturers promote it their products that create a particular aptitude for the client.

PS: Why do you observe minimalism in beauty can be a larger communique subsequent year?
AG: Visually, I think that minimalism appeals to a much broader range of human beings and keeps matters on “impartial” grounds. As a long way as minimizing the quantity of products had to get wonderful looking skin, I don’t know all people who would say no to the use of one product instead of 5 or six! Additionally, people need to be less wasteful and do higher for the environment, and buying much less product way placing much less in the trash! This new phase in beauty, Gender-Neutral, is basically asking the customer to erase what they have got been informed their whole existence and study merchandise without associating a gender with them. Non-Gender Specific plans to blaze the trail in this new segment.

PS: How does this serum, basically, do all of it? What does it update in a person’s ordinary?
AG: The Everything Serum is specially formulated to tackle all essential skin worries in one component. It is your anti-wrinkle treatment, it is your brightening treatment, it is your pore-size reduction, it is your below-eye remedy, it’s miles your dark spot/post-pimples hyper-pigmentation remedy, and it’s a notable moisturizer! It takes each remedy class and puts it the multi-function bottle! As the call suggests, it’s miles and can be your the whole lot!

PS: What did you research at EvolutionMan skin care that you will observe to launching this brand?
AG: At EvolutionMan, I discovered the trials and tribulations of beginning an emblem from not anything, and how much tough work it takes to keep it going! You must be absolutely self-reliant and be OK with being your own cheerleader in the starting. I’ve also learned with passion and dedication, something is viable!

PS: Where do you notice NGS going? What plans do you have got? What merchandise will you’re taking on subsequent?


AG: I see Non-Gender Specific blazing the path on this new segment in splendor, paving the way for gender-neutral branding, and being a component in developing an enterprise that is which includes all genders. We additionally care deeply about the surroundings and plan to apply low environmental impact techniques anywhere viable. Our packing containers are made from recycled materials, and our bottles are absolutely recyclable. We plan to strategically hit the market with retail companions that proportion our equal beliefs: equality, innovation, and progression. We desire to have a very exciting retail statement first sector of 2018! For destiny innovations, we will be expanding The Everything line with splendid formulas that I cannot share an excessive amount of approximately proper now.

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