For decades, the beauty industry has maintained that male and female skin requires different care. However, dermatological evidence shows that basic skin needs are more related to skin type and condition rather than gender. This is the premise put forward by RUMU Beauty, a non-binary beauty brand founded by creatives Egon Crivillers and Gerard Solé, which aims to break away from the sector’s traditional standards.
Inspired by the LGBTQ+ community and the mission to go beyond the industry’s preconceived ideas, partners Egon and Gerard founded RUMU as a project that reflects their shared vision of self-care and non-conformity.
“We always wanted to create a project that spoke about who we are beyond the individual. We knew that beauty was the channel that united us the most,” says Gerard Solé.
RUMU products are formulated to meet real skin needs, avoiding unnecessary labels and prioritizing both natural and clinically proven ingredients. The full line, consisting of four easy-to-use products, is entirely multifunctional, allowing it to be curated to each individual. The formula reflects a transparent commitment in sustainable packaging that adapts to any identity, promoting self-care as an act of authenticity and freedom.
Committed to radically honest beauty, RUMU products avoid big-claim names and empty promises. Instead, their naming is descriptive and minimalist: “11 – Facial Cream” or “7 – Facial Cleanser,” promoting transparency and usability in a highly superficial and consumerist market.
A GENDERLESS APPROACH
RUMU’s positioning goes beyond a simple inclusive strategy; it’s about questioning the application of gender categories when dermatological needs do not significantly vary between them. RUMU’s product formulation focuses on active ingredients with proven efficacy, avoiding empty claims and marketing narratives that perpetuate unattainable stereotypes.
During LGBTQ+ Pride Month, RUMU invites us to rethink the categorization of skincare. For the brand, true progress in the industry does not lie in creating unnecessary formulations for each identity but in advocating for products that prioritize skin health. This helps avoid the unconscious overconsumption that riddles the industry, which in many cases is detrimental to the skin.
“Traditional brands continue to classify products by gender when, in reality, the skin does not need it. At RUMU, we believe this segmentation is unnecessary and that products should focus on skin health rather than labels. That is why our formulas are designed to restore and protect any skin, regardless of identity,” explains Egon Crivillers.
This stance not only resonates with the queer community but also with all those looking for an honest, effective skincare routine centered on the synergy between science and nature.
