Beauty Without Boundaries: How Queer Brands Are Transforming Skincare

Redefining Visibility in Queer Beauty

Beauty and skincare have always been tied to identity, confidence, and expression. For queer communities, these rituals often take on deeper meaning, not only acts of self-care but also ways to challenge traditional notions of gender and masculinity. Queer-owned brands are reshaping the industry today by centering inclusivity, visibility, and authenticity.

Among the leaders of this movement are Vincent Branchesi and Karim Fadel, co-founders of Grimoire. Their brand, inspired by a blend of wellness, creativity, and innovation, goes beyond products to redefine how beauty is seen and celebrated. As Vincent explains, “There’s proactive skin care, there is treatment-focused skin care, and then there’s Grimoire.” This distinction lies in their commitment to merging science with self-expression while grounding their work in community.

The Magic of “After Fun” Skincare

Grimoire introduces skincare as something more than daily maintenance—it’s about enhancing life’s moments. From nights out to long days in the sun, their products reflect the rhythm of real lifestyles. Karim captures this philosophy clearly: “The whole idea of Grimoire was that we want to live a full life, and we want to be able to do the things that we want to do, but still care for our skin and look good.”

This ethos gave rise to their “after fun skincare” concept, which blends practicality with playfulness. Cooling treatments, restorative creams, and other formulas are designed to refresh without restriction, framing beauty as something that supports joy and self-expression rather than limiting it.

Redefining Men’s Skincare Through Queer Visibility

For decades, men’s skincare has been boxed into hyper-masculine or minimalist narratives, leaving little room for nuance. Grimoire challenges this by combining cutting-edge technology with inclusive values. Their patented microfluidic delivery system ensures maximum effectiveness, while playful product names like Vanity Monday and Nightmare Away inject a sense of celebration.

By stepping outside traditional scripts, Grimoire reframes skincare as a ritual of pride and confidence. Their presence at events such as Aspen Gay Ski Week, Provincetown’s Gifford House, and New York Fashion Week’s Men’s Day connects their products directly to the LGBTQ+ community, affirming that skincare can be both luxurious and liberating.

Visibility Through Representation

Representation runs deeper than marketing for Grimoire and shapes the foundation of the brand. Their partnerships prioritize LGBTQ-owned vendors and allies, ensuring the community is reflected across every stage of operations. Campaigns like United by Vanity highlighted this commitment by casting Black, Brown, queer, and trans models, even if it meant delaying production to achieve authenticity.

As Vincent stresses, “It has to be not just a smoke and mirror show, but has to be truly embedded into the culture and everyday operations of your organization.” This principle guides their decision-making and signals to customers that inclusivity is not a trend but a responsibility.

Embedding Diversity Beyond the Surface

Grimoire’s vision extends beyond products into advocacy and impact. In September 2025, the brand partnered with The Trevor Project to support LGBTQ+ youth, a natural extension of their mission to amplify queer joy. For Karim, this is core to Grimoire’s unapologetic identity: “Grimoire was born of the idea of delivering self-care and skin care to the gay community, and we are doing everything to represent the gay community in all its diversity. To be loud about it, to be really present, and to be proud about it.”

By centering pride and community, Grimoire proves that queer visibility in beauty is about more than aesthetics—it’s about fostering belonging and empowerment in an industry that too often resists change.

Building Queer Brands with Authenticity

For queer entrepreneurs, authenticity isn’t a buzzword, but the foundation of building brands that last. Vincent emphasizes the importance of leaning into the community for inspiration and feedback. Involving peers and the broader LGBTQ+ network ensures that products are reflective of lived experiences while staying true to the values of representation and inclusivity.

Collaboration, dialogue, and openness to growth become essential tools for building something sustainable. By keeping authenticity at the center, queer founders can carve out space that uplifts both their communities and the wider beauty industry.

Moving Forward with Pride and Purpose

Queer-owned skincare and beauty brands like Grimoire are redefining what it means to be visible in a space long dominated by narrow ideals. Through innovation, representation, and community, they’re proving that self-care can be both a personal ritual and a collective act of affirmation.

As queer beauty continues to grow, the message is clear: authenticity and pride are not trends, but transformative forces. By challenging old narratives and celebrating individuality, these brands remind us that visibility is powerful, and beauty becomes most impactful when it reflects the richness of every identity.

And remember: every day is all we have, so you've got to make your own happiness.

For more information on this topic, listen to Episode 162. Queer Beauty: Unfiltered (with Vincent Branchesi and Karim Fadel).

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