Milk Makeup is challenging gender norms with new ‘Live Your Look’ campaign

Milk Makeup just launched a new campaign, “Live Your Look” to challenge gender norms in the makeup industry.

This new drive focuses on how makeup should be marketed to all genders and colors. Widening their brand, Milk has begun a series of short films to spread their messagethat gender is based on energies and not birth certificates.

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Nylon did a feature on Milk’s first video, Blur the Lines,  reporting that it was created by Milk with the help of the men’s grooming website“Very Good Light” to show how individuality changes and reshapes itself every day.

The video highlights four humans who are shown in both masculine and feminine perspectives throughout the film. They all apply Milk’s new primer on them in both forms to show the diverse audience the product is able to reach. The models talk about energies and how their gender is determined on a day by day basis by how the universe makes them feel.

Gender fluidity is an increasingly important topic, with Generation Z in particularly eager to re-explore the very definition of gender. What does it mean to be a he or a she? Or does it mean to be both, or nothing at all?

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