|Press Contact||Laura Kraber|
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.
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.
Founder and CEO
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.