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, By Ash K

Mascara Can Swipe away the Gender Binary

Skirting the line between subtle and statement, mascara might just be where all gender expressions can agree

Feelings about the gender binary are heated. For some people, the world has progressed beyond their comfort zone, while for others, it’s barely making headway. The crux of the issue is that there isn’t much of a conversation. Sure, there’s a lot of loud chatter, but dialogue, a give and take of ideas, a spirited debate where both sides end up wiser, has become a distant memory of the past.

When we created Meloway, we built the brand on the vision that beauty shouldn’t be relegated to one gender expression. It’s a way to put personality to the canvas of your face. It’s empowering, deeply personal, and, yes, a lot of fun.

Makeup might have spent the last 200 years associated with one end of the gender spectrum, but it wasn’t always that way. For almost 4,000 years, makeup was embraced by the entire population, regardless of gender expression. But in the mid-1800s, increasingly misogynistic attitudes turned the tide. We haven’t quite shaken off those Victorian ideals.

That’s where mascara comes in. There were a lot of reasons we chose mascara as our first product, but one of main ones is that mascara is something that every person can use. More obvious color cosmetics (eyeshadow, blush, lipstick) – we’re just as obsessed with them, but we wanted to start with a product that gently pushes the boundaries.

Here’s a look at why mascara is the gateway product to realizing that the gender binary isn’t really a binary at all.

Everyone looks better when their lashes pop.

No one has ever said, “I wish my lashes were less obvious.” They’re interwoven with sex appeal, with everyone finding long, full lashes captivating. And while there was a time when boys would want to trim their long lashes (see, we have made some progress), these days lashes are an asset regardless of gender.

The whites of your eyes will be whiter.

While a blue mascara is the way to go for very bright whites, darkening of yours lashes with a black mascara will make the whites of your eyes appear whiter by virtue of contrast. Since a white sclera is associated with health, and health is associated with being attractive…you get the gist.

Mascaras come in many colors (at least ours do).

Some of us want to make a bold statement, while others are at their happiest flying under the radar. That’s one of the reasons we wanted to a solid assortment of colors. Our Cherry Cola mascara is a low-key burgundy brown that enhances your lashes without making it look like you’re wearing mascara, while our Super Black gives you a dramatic black pop. Then our Blue Jeans and Emerald Envy (yep, navy and dark green, respectively) add an artistic flair.

People will be drawn in.

Most people make a lot of eye contact. By wearing mascara (whether not-so-there or full-on drama) you’re bringing the spotlight to your eyes. Each bat of your lashes, each flutter, will bring your audience’s attention full on to you.

At Meloway, we love mascara. You might say that we’re obsessed with it in the best way possible. We’re honored to play a part in the gender discussion, helping people to be the best version of themselves. Mascara is a subtle but powerful way to help the binary be a little less binary on the road to recognizing that humans defy categorization, that we can choose to be whoever we want to be. The gender spectrum is ours to celebrate.