Beauty Beyond The Binary

For centuries, makeup has been wielded as a symbol of power, status, and self-expression—far beyond the rigid gender roles we’ve come to associate it with more recently. While today’s beauty industry is moving toward inclusivity, the truth is that cosmetics have always been genderless, spanning across cultures, time periods and identities. Now, a new generation of beauty creators and professionals is reclaiming that history while pushing for an even more expansive and authentic future. 

Makeup artist and beauty content creator Robby De Mesa has witnessed this shift firsthand. “What was once considered a gendered product, primarily associated with femininity, has transformed into something much more inclusive and diverse,” he explains. “Makeup is a tool for self-expression and creativity that anyone, regardless of gender, can embrace.” 

 For De Mesa, makeup has always been about personal empowerment. His mother instilled in him the value that how you present yourself to the world can deeply influence how you feel inside. That perspective shaped his relationship with beauty. “As I explored my own identity, I discovered that makeup became an essential part of that journey. It allowed me to express different sides of myself and portray who I truly was, beyond what others expected me to be.” 

This sentiment resonates with many in the beauty industry who see makeup as more than just a way to enhance features—it’s a medium for artistic and personal exploration. The growing representation of non-binary and male-identifying individuals in beauty campaigns is proof of this evolution. “It’s inspiring to see others confidently experiment with styles and looks that feel true to them, free from societal constraints,” says De Mesa. 

This visibility is especially crucial for Black and queer creators, who have historically been excluded from beauty conversations. Content creator Tyron Harkiss-Foster has made it his mission to change that narrative. “Black men, especially, have been the most underrepresented in these conversations. I never saw many people who looked like me openly talking about curls, skincare or makeup,” he says. By openly sharing his beauty journey, he’s creating a space where others can feel seen. “In a way, my presence is both personal and intentional—I’m showing up not just for myself, but for those who need to see that they belong here, too.” 

Social media has played a massive role in reshaping beauty norms, allowing marginalized voices to be heard. “It has amplified our voices, our presence and our power to hold brands accountable for their lack of inclusion and authenticity,” Harkiss-Foster explains. “Brands either evolve … or get left behind.” 

This industry-wide push for authenticity is something Myles Sexton, a non-binary model and beauty advocate, is passionate about. Seeing themselves featured in a recent national beauty campaign with Shoppers Drug Mart was a full-circle moment. “It really meant the world to me and my community because we often don’t get to see ourselves reflected in beauty campaigns, despite being huge consumers of cosmetics,” Sexton shares. “I just hope there are so many baby Myles out there that will see this ad in small-town Canada and feel seen.” 

Sexton acknowledges that, while visibility is increasing, there’s still work to be done. “Many 2SLGBTQIA+ people break societal confines and refuse to subject themselves to outdated rules about gender expression. That’s why we’re often met with resistance—it’s easier to hate someone than to look within and heal.” They emphasize the importance of true allyship from brands, noting that Shoppers Drug Mart reached out to offer support when the campaign faced backlash. “They really set the bar when it comes to true allyship.” 

Indeed, inclusivity isn’t just about representation—it’s about access. Candin Butler, a beauty professional at Shoppers Drug Mart, has noticed a shift in who shops for makeup. “Attitudes are shifting, and cosmetics are being used as a form of self-expression rather than being dictated by traditional norms.” Butler encourages those hesitant to explore makeup due to gendered expectations to take the leap. “I remember being 14 years old, shopping for my first piece of makeup. When I put that mascara on for the first time, I felt empowered. I felt beautiful.” 

The changing landscape of beauty is also reflected in education. Heidi Cheung, head of makeup artistry at The Cut Fashion Academy, sees firsthand how gender inclusivity is woven into beauty training. “Makeup has always been quite genderless across different civilizations and cultures throughout history,” she says. “The consumer world took a bit of time to catch up, but DEI conversations and education have made a huge impact.” 

As the industry continues to evolve, the message from these beauty professionals is clear: makeup is for everyone. Whether for everyday confidence, for bold self-expression or as a tool of resistance, cosmetics hold the power to transform—not just faces, but cultural narratives as well. And while there’s still work to be done, the future of beauty looks more inclusive, representative and free than ever before. —Vicki Duong