Earlier than you name B.S. (“magnificence merchandise have been all the time made for everybody, dammit!”), hear Andrew Glass out. Glass beforehand ran the worldwide enterprise at EvolutionMan, a skincare line for guys, for 5 years earlier than launching his personal model. His newest enterprise, dubbed Non Gender Particular (or NGS), is about to simplify and neutralize the wonder advertising and marketing world. Glass is getting into the market with only one product — The Every little thing Serum ($65, obtainable for preorder in January and ships late Spring) — and that is a part of the mission.
“Whereas operating the worldwide enterprise at a males’s skincare model, I spotted how segregated the trade had grow to be, and it grew to become my mission to vary that. As a minimalist at coronary heart, I used to be annoyed feeling like I wanted 10 completely different merchandise to ‘get the job’ finished and make my pores and skin look good,” he informed me through e mail. “That’s after I began visualizing a model that had no gender boundaries, and had merchandise that lined a wide-range of pores and skin considerations. Non Gender Particular is for all folks and all gender identities — not simply male or feminine (binary gender is a factor of the previous). The fantastic thing about NGS is that we consider in and encourage individuality. Who cares if somebody identifies as male, feminine, or one of many different 71 recognized gender identities? Non Gender Particular is the model for all people. We’re strategically launching one hero product at a time.”
This hero product is a paraben-free serum that guarantees to offer you brighter, smoother pores and skin. It’s made with pure components, together with antioxidant-rich grape seed oil, pore-reducing mushroom extract, and rejuvenating vitamin E. There may be additionally soybean extract to nourish, antarctic seaweed extract to enhance elasticity, lactic acid to assist with hyperpigmentation, and good outdated caffeine to make you feel and look extra awake. This lineup appears fairly rock star for individuals who favor principally pure components.
Right here, I chatted with Glass extra to get into WTF makes this a gender-neutral product — if that class even exists.
POPSUGAR: What makes this a nongender product? Aren’t all merchandise primarily nongender even when they do not spell it out?
Andrew Glass: That may be a nice query, and in addition showcases what makes Non Gender Particular completely different. Sure, technically anybody can buy any product, however they do not. Why is that? The advertising and marketing behind a model and its merchandise are simply as vital because the product itself. The trade is segregated into female and male classes, 90 p.c of that are feminine. This is not as a result of these merchandise solely work on male or feminine pores and skin, it is the advertising and marketing utilized by the model to achieve a selected client. To not point out, binary gender is a factor of the previous. At NGS, we’re boldly advertising and marketing ourselves to all gender identities, not simply male or feminine. We would like everybody to really feel comfy buying our product.
PS: Was there ever a time you wished to purchase a product however felt it was too feminine?
AG: As a male, there have undoubtedly been occasions the place I’ve felt uncomfortable in shops taking a look at merchandise surrounded by ads of ladies utilizing the product. I’ve even seen different clients staring, questioning why a man is taking a look at highlighters. I do not blame the shopper, it is the trade and the way manufacturers promote their merchandise that creates a selected mindset for the buyer.
“The trade is segregated into female and male classes, 90 p.c of that are feminine.”
PS: Why do you assume minimalism in magnificence will probably be an even bigger dialog subsequent 12 months?
AG: Visually, I feel that minimalism appeals to a wider vary of individuals and retains issues on “impartial” grounds. So far as minimizing the quantity of merchandise wanted to get nice wanting pores and skin, I do not know anyone who would say no to utilizing one product as an alternative of 5 or 6! Moreover, folks wish to be much less wasteful and do higher for the atmosphere, and shopping for much less product means placing much less within the trash! This new phase in magnificence, Gender-Impartial, is basically asking the buyer to erase what they have been informed their complete life, and take a look at merchandise with out associating a gender to them. Non Gender Particular plans to blaze the path on this new phase.
PS: How does this serum, primarily, do all of it? What does it change in somebody’s routine?
AG: The Every little thing Serum is particularly formulated to sort out all main pores and skin considerations in a single components. It’s your anti-wrinkle remedy, it’s your brightening remedy, it’s your pore-size discount, it’s your under-eye remedy, it’s your darkish spot/post-acne hyper-pigmentation remedy, and it is an important moisturizer! It takes every remedy class and places it multi functional bottle! Because the identify suggests, it’s and will probably be your every part!
PS: What did you study at EvolutionMan skincare that you’ll apply to launching this model?
AG: At EvolutionMan, I realized the trials and tribulations of beginning a model from nothing, and the way a lot exhausting work it takes to maintain it going! You must be fully self-reliant and be OK with being your personal cheerleader at first. I’ve additionally realized with ardour and dedication, something is feasible!
PS: The place do you see NGS going? What plans do you’ve gotten? What merchandise will you tackle subsequent?
AG: I see Non Gender Particular blazing the path on this new phase in magnificence, paving the best way for gender-neutral branding, and being an element in creating an trade that’s inclusive of all genders. We additionally care deeply for the atmosphere, and plan to make use of low environmental influence processes wherever attainable. Our containers are comprised of recycled supplies, and our bottles are fully recyclable. We plan to strategically hit the market with retail companions that share our identical beliefs: equality, innovation, and development. We hope to have a really thrilling retail announcement first quarter of 2018! For future improvements, we will probably be increasing The Every little thing line with two superb formulation that I am unable to share an excessive amount of about proper now.