NGS Beauty: Revamping Beauty Standards Amid Gender Politics

A Brand Born from Inclusivity: The Journey to NGS Beauty

Eight years ago, Non Gender Specific carved out a niche in the beauty industry, intent on breaking down rigid gender stereotypes that define traditional beauty products. Co-founded by Andrew Glass, the brand sought to create a diverse and inclusive space, celebrating beauty in its myriad forms across the gender spectrum. However, the name often led to confusion, resulting in misinterpretations that pigeonholed the brand primarily within the transgender community. As society's understanding of gender continues to evolve, NGS Beauty is taking a step forward to clarify its mission and apprehensions with a groundbreaking rebrand.

Political Landscape and Brand Reinvention

The rebrand from Non Gender Specific to NGS Beauty comes as a strategic response to the increasingly conservative political climate in the U.S., where traditional gender norms are seeing a revival. In the face of rising hostility towards non-binary and transgender identities—the brand reportedly received numerous hateful messages—this change aims to sidestep the controversy while enhancing its overall appeal. “A lot of people called us NGS anyway. It is still a nod to the original name, but it’s less polarizing,” says Glass. This shift demonstrates the brand’s ability to adapt to external pressures while staying true to its core value: inclusiveness.

Redefining Beauty with Nature and Affordability

Beyond the nomenclature, NGS Beauty is elevating its products by enhancing both the sensory experience and visual appeal. The new line will see an investment upwards of $150,000, reflecting a commitment to quality and sustainability, with a transition from plastic to glass packaging. This move not only aligns with global efforts to reduce plastic use but also resonates with conscious consumers who prioritize eco-friendly products. The introduction of sleek, minimalistic designs with metallic finishes signals an aesthetic shift aimed at attracting a broader audience.

Exciting New Product Launches

As part of this rebranding, NGS Beauty is on track to expand its product line to nine offerings by spring 2026, showing a commitment to innovation and improvement. The highlight of this transformation is the new Phytopearl Botanical Serum, which incorporates encapsulated green pearls bursting with powerful ingredients like niacinamide and spirulina. This focus on high-quality ingredients at accessible price points, with product prices reduced to a range of $28 to $98, showcases the brand's dedication to providing value without compromising on quality.

Consumer Empowerment Through Innovation

NGS Beauty’s approach reflects a deeper understanding of its consumers’ needs in a challenging economic climate. By championing fair pricing and enhancing product quality, the brand aligns itself with the ethos of accessible beauty. Glass emphasizes, “I always wanted to be really fair, and I wanted to be even more conscious with the rebrand,” reinforcing the narrative that beauty should be affordable while still feeling luxurious.

Conclusion: What Lies Ahead for NGS Beauty

The rebranding of NGS Beauty not only reflects a shift in identity but also mirrors the evolving landscape of consumer needs and societal values. This transformation inspires hope that brands can navigate challenges through innovation and a commitment to inclusivity. As they launch their new campaign via billboards and wheatpasting across cities, NGS Beauty is not merely changing its name; it is redefining what beauty means for everyone.
Empower your beauty journey by exploring the new offerings at NGS Beauty. Embrace inclusivity and discover products designed for you, no matter where you fall on the gender spectrum!