About   Work



We Are Fluide


We Are Fluide is a gender-expansive beauty brand that celebrates identity, self-expression, and community. As Co-founder and Chief Creative Officer, Isabella shaped the brand from the inside out: developing its messaging, naming, identity, packaging, and campaigns to reflect a world where beauty has no boundaries. Together with a creative team of collaborators, we built Fluide into a joyful, radically inclusive brand that centers queer joy as the heart of its vision.

Brand Identity
Creative Direction
Naming
Packaging
Digital & Print
Campaign Design








“Meet Fluide: the makeup brand changing the way we think and talk about beauty.”














Fluide emerged from a shared frustration with the limits of the beauty industry and a belief that makeup could be a tool for self-love, not self-correction. We set out to create an inclusive, non-gendered beauty universe—one that celebrates queerness and reimagines beauty as playful, political, and deeply personal.



Press




















“Since it hit the market, Fluide has been challenging...the preconceived notions of what makeup — and the brands that create it — can, or should, be.”



— Allure










Visually, we drew inspiration from from the glow of LGBTQ nightlife and retro space age optimism. Visually, we imagined a galaxy of possibility: where beauty felt expansive and uncharted. The identity fused otherworldly textures with bold, high-impact color, irreverence, and the freedom in stepping into your most radiant, uncategorizable self.

At its core, the brand celebrated queer joy as a source of power, playfulness, and collective possibility. Not a response to struggle, but a vision of something more.









See Credits Close

Photography & Video by Laurence Philomene, Sasha Perlstein, Lee O’Connor, Morgan T. Stuart, and Derek Amengual.


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Julia Gartland