The gender shift is one of the megatrends identified by the Zukunftsinstitut in the "Future Cosmetics" study commissioned by the Austrian platform Kosmetik transparent. This is understood to mean that new body and beauty ideals are emerging regardless of gender and that make-up is no longer the exclusive preserve of women. According to the study, the queer community's demand for cosmetics in the Austrian market studied will increase in this context. The institute thus sees cosmetic brands facing the challenge of not reproducing stereotyping and (unintentional) discrimination when addressing the diverse target group. In addition to queer cosmetics, Kosmetik transparent also observes the trend of gender-neutral cosmetics, which are developed in a gender-insensitive way. Further information ...