Since its launch, the queer beauty brand We Are Fluide has dedicated itself to promoting an inclusive view of the world, one that doesn’t discriminate along lines of gender, sexuality, race, or age. As clearly indicated by its straightforward slogan, “Makeup For Everyone,” the brand has always sought to uplift people often ignored in the realm of beauty — voices of Black people, other people of color, and members of the extended LGBTQ+ community.
Naturally, We Are Fluide’s holiday campaign for 2020 is no different. “Designed for gifting and self-care,” the new special edition collection, fittingly titled “Radical Rest,” is dedicated to honoring Black trans women and femmes everywhere and standing up for their right to access joy, safety, and rest.
The new collection offers the Manifest Lip Gloss Trio, featuring three new colors: Attraction (“a soft pink for bold babes”), Abundance (“a warming chocolate power-neutral”), and Expansion (“a deep, flushed berry”). It also includes the Coffeehouse Nail Trio, featuring three new colors: Oatmilk (“a creamy vanilla beige”), Latte Da (“a tan sip of café au lait”), and Hottie Coco (“a dark roasted chocolate brown for those take their coffee black”). Last but certainly not least, the brand is introducing its first signature candle: titled “Child of the Universe,” it features notes of cedar, teakwood, and black pepper, combined to help “rekindle your power in restorative rest.”
For the launch, the beauty brand partnered with For The Gworls, a mutual aid organization that raises money for Black trans people to help them cover the cost of housing, medical expenses, and gender-affirming surgeries. 20% of all sales from the holiday collection will be donated to them. “For the Gworls is excited to partner with We Are Fluide, as we stand by their mission of uplifting and centering the joy, safety, and rest of Black transgender women and femmes,” says Assani Armon, founder of For The Gworls. “More often than not, Black trans women and femmes are tasked with creating worlds out of nothing, only to have these worlds — our art, our language, our livelihoods, and our lives — taken from us. We give so much to the world, and it is beyond time that the world gives back. This not only includes safety, but also joy, and rest.”
It should come as no surprise that the resulting campaign for Radical Rest is stunning, spotlighting four talented members of the trans community (Morticia Godiva, Niala, Zenobia Teague, and Daria Dee) as they sit around each other, relaxedly adorned in soft silk nightgowns, slip dresses, and matching robes — all the better to communicate the idea of radical rest.
