Overview

Date Established 01/2018
Founder Laura Kraber
Headquarters Brooklyn, NY
Industries
Beauty
Website https://www.fluide.us
Press Contact Laura Kraber
Social

Products

Otherworldly Pride Collection
Otherworldly Pride Collection $50.00
Universal Liner
Universal Liner $15.00
Universal Gloss
Universal Gloss $15.00
Big Bang Mascara
Big Bang Mascara $14.00
Universal Crayon
Universal Crayon $12.00
Biodegradable Glitter
Biodegradable Glitter $12.00

About

We Are Fluide is the first and only mission-driven brand creating clean, vegan, high-impact cosmetics designed for all skin shades and gender expressions. It was created to showcase & celebrate queer and gender non-conforming beauty. The stars of the collection include versatile, multi-purpose crayons, glosses, and glittery liners, along with ultra-pigmented liquid lipsticks, moisturizing, non-sticky lip glosses, mascara, 7-free nail polish, and biodegradable glitters.

Based in Brooklyn, We Are Fluide donates a portion of sales as well as products to support LGBTQ+ organizations big and small.

Founding Story

We Are Fluide was created to support people who are defying cultural expectations and gender norms to actively create and express their authentic selves. The genesis of the company is founder, Laura Kraber's personal admiration for the people who are putting their lives on the line to create a more inclusive world.

As a parent, Laura has been so inspired by the teenagers who are leading this societal shift and creating a more expansive understanding of gender identity. Through their engagement and activism, they’re creating a worldwide movement and paving the way for everyone who comes after them.

Bios

Founder Bio Image

Laura Kraber

Founder and CEO
see bio chevron

Laura's goal in starting We Are Fluide was to create a welcoming, inclusive online community centered around the transformative power of makeup, queer joy, and celebrating underrepresented faces and voices in beauty. She has been inspired by the bravery and activism of trans and gender-nonconforming kids and teens, and the parents and other allies supporting them as they challenge traditional ideas of gender and face discrimination and bullying.

From the outset, the mission has been to evolve the traditional conception of “beauty” while promoting authentic self-expression and positive self-image. Through showcasing and celebrating people of all gender expressions and identities, Laura hopes that We Are Fluide can contribute to creating space for gender expansiveness through the simple act of representing people across a spectrum of gender identities and through providing a platform for the community.

Press

Allure The Best Beauty Deals From Amazon Prime Day 2021 to Stock Up On

Consider this your one-stop shop for all of the best (and biggest) deals on your favorite skin-care, makeup, and hair brands during the epic 48-hour savings event.

Brit + Co The Best Amazon Prime Day Deals To Bookmark RN

Amazon Prime Day, which falls on June 21 and 22 this year, is full of great additions to your kitchen, your outdoor space, and your office. And if you're looking to update your haircare routine or need some inspiration for your next DIY project, Amazon Prime has plenty of deals to pick from there, too. Here are 23 of our favorites.

Best Products 39 BRANDS SUPPORTING PRIDE BY GIVING BACK TO THE LGBTQ+ COMMUNITY

This month, we celebrate the strides our LGBTQ+ community has made for a more inclusive world while also continuing to fight against the bigotry that still plagues our society.

Sweety High Celebrate Pride Month With These Awesome Brands That Are Giving Back

June is Pride Month, so whether you're part of the LGBTQIA+ community or are an ally, why not shop companies that are giving back this year?

Hypebae 6 BEAUTY BRANDS THAT ARE GENDER-FLUID AND INCLUSIVE

Makeup, skincare and body care products for all.

Dazed THESE JOYFUL PORTRAITS CELEBRATE TRANS DAY OF VISIBILITY

PHOTOGRAPHER LANDYN PAN AND WE ARE FLUIDE HAVE COLLABORATED ON A VIBRANT SHOOT OF THE TRANSGENDER COMMUNITY

Business of Fashion The Rise of Gender Inclusive Beauty
Nylon Meet Fluide: The Brand Breaking the Beauty Industry's Gender Norms

"The beauty industry is changing for the better, making great strides toward an inclusive future. More and more, brands are choosing not only to work with a diverse set of models but, also, to put out a more expansive product skin tone range; many are choosing male-identifying and trans folx to represent their campaigns. And while these steps are good, and real change is on the horizon, we’re not quite there just yet—the beauty industry is still inherently a cis female-focused industry."

Testimonials

start quotation marks “We're excited to partner with We Are Fluide, a brand that shares our goals of centering Black trans people, and we look forward to what this collaboration means for our community and for amplifying our message and increasing the support we can offer.” end quotation marks
Maliyah Worthy and Cienna Minniefield For Our Sibs
start quotation marks “The photography process is immersive, experiential, and requires trust and dialogue. Ultimately while making good images is a crucial goal, it is second only to making lasting memories and deepening our connections to the people with whom we collaborate. The team at We Are Fluide puts this into practice—they are motivated by a desire to live up to the values they express and show this through the way they engage with the communities they uplift in their images.” end quotation marks
Alex Webster, (@alexwebsterphoto) Photographer for "Otherworldly Pride" campaign