Superfluid plays on beauty's role in identity

US – New brand SUPERFLUID embraces the playful power of beauty in individual self-expression and identity.

Created as a gender-inclusive community, the brand promotes the idea that beauty can be a tool to promote positive physical and mental health, as well as to help consumers navigate their identity. Working with the notion that identity is in constant flux and should be free from labels, the brand has launched with three product categories.

With options including ‘beauty as u are’, ‘a touch of colour’ and ‘time to play’, the products are intended to suit a variety of beauty needs – both for functional and experimental use. In a press release, the brand said: ‘We are proud to finally present SUPERFLUID to you: a brand within the world of beauty that offers tools that empower us to break free and navigate identity, allowing us to become as we wish’.

In a similar vein, we have previously explored how beauty brands are challenging industry misconceptions and redefining what it means to wear make-up. For more, read The Make-up Movement.