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Gender Nonconforming Activist Jacob Tobia Is Now The Face Of A Major Beauty Campaign

This is what a truly inclusive beauty campaign looks like.

The gender nonconforming and nonbinary communities have always played a pivotal role in the fashion and beauty worlds, but they're seldom recognized, let alone celebrated. But that's exactly what makeup brand Fluide is trying to change with its latest beauty campaign, featuring gender nonconforming activist Jacob Tobia.

Morgan T. Stuart for Fluide

Fluide, a cruelty-free, LGBTQ-run beauty line for all gender identities, expression and skin colors, was launched last month.

This is Tobia's first major beauty campaign, and partnering with Fluide could not be a more perfect fit. "Fluide celebrates the beauty of nonbinary and gender nonconforming people not in spite of our trans identity, but because of it," Tobia said in a press release.

Tobia is the face of Fluide's spring lip collection, "Uncuffed," which includes three highly-pigmented liquid lipsticks all named after queer spaces in the United States.


Gender nonconforming looks are nothing new to the beauty world, but they're often shown on cisgender models, which contributes to the erasure of the gender nonconforming and nonbinary communities.

Morgan T. Stuart for Fluide

Both Tobia and Fluide want to help end this erasure and this campaign is a monumental step in the right direction.

"I know that we are taking steps towards ensuring that nonbinary and gender nonconforming beauty is appreciated, celebrated, and loved in every shade, every body hair configuration, every pigment, every skin tone, every curve," Tobias wrote on Instagram.

While there is still a lot of work to do to make the beauty world a safer place for gender nonconforming and nonbinary people, Tobia's campaign is a great example that inclusivity is beautiful.

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