The Rise of Gender-Neutral Skincare and Personal Care Products

Skincare has long been sectioned off by gender, with pastel bottles and floral scents marketed toward women, and bold fonts and “sport” fragrances aimed at men. But as conversations around identity and self-expression evolve, so too does the beauty aisle. A quiet revolution is underway—one where skincare and personal care products are shedding gender labels in favor of something more inclusive, authentic, and empowering.

At the heart of this shift is a simple truth: skin is skin. It doesn’t know whether you identify as male, female, nonbinary, or anywhere in between. It needs hydration, protection, cleansing, and care—none of which are inherently gendered. Recognizing this, a new wave of brands is designing products based on function, not identity. The result is a refreshing movement that puts efficacy, quality ingredients, and self-expression above outdated norms.

Gender-neutral skincare is more than just minimalist packaging and unisex scents. It represents a broader cultural movement that challenges the idea that beauty should be tied to specific roles or appearances. For many consumers, particularly Gen Z and Millennials, self-care isn’t about adhering to stereotypes—it’s about authenticity, wellness, and personal comfort. These generations are driving demand for products that reflect who they are, not who society says they should be.

This cultural change is evident in product design. Labels now emphasize ingredients and benefits rather than “for him” or “for her.” Clean, modern packaging is replacing the hyper-masculine or overly feminized branding of the past. Even scents are becoming more nuanced—think earthy, botanical, or citrusy rather than perfume-like or cologne-heavy. The focus is on what works and what feels good, not on fitting into a mold.

The rise of gender-neutral personal care also expands beyond skincare. Haircare, deodorants, body washes, and even fragrances are embracing a more fluid approach. This creates space for everyone to choose products based on their individual needs and preferences, rather than being funneled into a category based on gender expectations. It’s an empowering shift that gives consumers freedom to explore and build routines that truly resonate with them.

Importantly, the move toward inclusivity also opens up conversations around mental health, self-image, and identity. When people see themselves represented in the products they use—or, at the very least, not excluded by them—it fosters a sense of belonging. This visibility can be deeply affirming, especially for those who’ve felt overlooked by traditional marketing. Beauty and personal care, in this light, become tools for self-celebration rather than conformity.

For brands, embracing gender-neutrality isn’t just a trend—it’s a call to evolve. Forward-thinking companies are diversifying their campaigns, featuring models of all genders, skin tones, and identities. They're partnering with influencers who speak candidly about their own journeys with self-care and authenticity. And they’re listening—really listening—to what modern consumers want: transparency, sustainability, and inclusivity.

Of course, the rise of gender-neutral products doesn’t mean the end of gendered ones. Some people still enjoy traditionally feminine or masculine scents and packaging—and that’s perfectly valid. The beauty of this movement is that it’s not about erasure; it’s about expansion. It’s about making room for everyone, no matter how they identify or express themselves.

As the personal care industry continues to evolve, it’s clear that the future is fluid. Skincare routines are becoming less about gender boxes and more about individuality, intention, and empowerment. And in that future, everyone gets a seat at the vanity.

Ultimately, the rise of gender-neutral skincare and personal care is a celebration of choice. It’s about embracing what makes us different while honoring what we all share: the desire to feel good in our own skin. And that’s a trend worth embracing—for everyone.