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Jakarta Post

Is Indonesia ready for genderless beauty products?

  • Vania Evan

    Jakarta

PREMIUM
Jakarta   /   Sat, February 27 2021   /  01:00 am
More men and transgender models are being featured in campaigns by local independent beauty brands.(JP/Courtesy of Rollover Reaction)

The word “beauty” as we know it has been long associated with one gender, namely women. Yet some local independent brands in the industry have started to challenge that age-long narrative and go against the tide using male faces to front their product’s launch campaign. In September 2018, Indonesian premium makeup company Rollover Reaction launched a transparent brow mascara, dubbed the Browcara, using a male model as the main face for its marketing campaign. Although quite ground-breaking at the time, the decision did not come from any specific agenda of breaking through gender barriers. It was simply a data-driven decision. "From our sales, there is no denying that there are male customers in our demographic, at about 10 percent. We weren't trying to cater to them at first, but the function of our Browcara is something that even men could benefit f...