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Marketing News World

Event announcement: breaking beauty’s obsession with gender

By The Drum Network | Staff Writer

October 19, 2020 | 2 min read

As society’s understanding of gender boundaries are challenged and informed, brands that silo consumers into defined, binary stereotypes risk feeling dated and obsolete. Gendered skincare could be considered, at best, a prejudiced outdated marketing tactic, or at worst, a socially constructed cash cow. Young consumers are increasingly defining their own gender norms.

On Weds 21 Oct at 5pm, creative agency Cult will team up with uber skincare Iinfluencer James Welsh, his twin brother Robert Welsh, the global professional make-up artist and YouTuber, and The Diversity Standards Collective founder Rich Miles to talk beauty’s obsession with gender. The twins represent the beauty industry's leading edge, they will share their wealth of insight and experience on beauty and skincare, gender, race, sexuality and nonconformity.

Cult will also give an exclusive preview of research conducted with The DSC’s community network into non-binary beauty.

Sign up to the webinar now:

When: Weds, October 21st, 5pm

Where: Zoom


  • James Welsh: @james_s_welsh - skincare influencer & YouTuber

  • Robert Welsh: @robertwlsh - professional make-up artist and YouTuber

  • Rich Miles: founder, The Diversity Standards Collective

  • Cat Turner: co-founder, CCO, Cult

  • Bridey Lipscombe: co-founder, MD, Cult

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Cult's ideas and insight take some of the world’s biggest beauty, fashion, luxury and wellness brands beyond their comfort zone to drive tangible business value. Founded in London in 2012 by Bridey Lipscombe and Cat Turner, we launched a New York studio in 2018, a global production house in 2019, and now have over 40 staff and an annual turnover of $8m.

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