Last week, an all-new skincare brand called Good Light was launched. However, unlike your typical beauty company, this one is gender inclusive.
Good Light was founded by David Yi and Michael Engert, and is an extension of the beauty blog Very Good Light.
By creating Good Light, Yi and Engert felt that they were responding to a gap in the beauty market, one where only hypermasculine or hyperfeminine brands were available to consumers. Not only did they believe this to be a major mistake in 2021, but a potentially damaging one, where people, especially non-binary people, don’t see themselves represented or reflected in any of the gendered products on the shelves.
Ultimately, Good Light “believes in beauty beyond the binary,” and was specifically launched to democratize the beauty industry and celebrate beauty in all its forms. Inclusive of all gender identities and sexualities, Good Light is on a mission to reflect the diversity and fluidity of the modern world.
This is evidenced not only through the gender-neutral packaging they created, but also through the models chosen for the launch campaign, two men, one woman, and two of whom identify as non-binary.
In addition to its inclusivity, Good Light was founded upon clean, vegan, and sustainably produced formulations. Their inaugural skincare line includes three products, the Cosmic Dew Water Cleanser, the Moon Glow Milky Toning Lotion, and the We Come In Peace Probiotics Serum. Each of their products are cruelty free, non-toxic, and made for sensitive skin. Harmful ingredients like BPAs, parabens, mercury, microbeads, and mineral oils are nowhere to be found, along with the other 1,300 ingredients banned by the EU Standards of Clean.
Ingredients that Good Light’s products do contain, however, range from laminaria japonica, an extremely hydrating species of kelp, to red-root gromwell, an East Asian plant known for its anti-inflammatory properties. Carrot seed oil and natural retinol alternatives like bakuchiol are also standout ingredients in the collection.
Good Light also made sustainability a priority with their packaging. For example, the bottle for their We Come In Peace Probiotics Serum is the world’s first patented serum bottle pump that is fully recyclable (unlike many serum bottles, theirs does not have any sort of metal spring inside).
Finally, Good Light has partnered with True Colors United, donating 1% of sales to support their work with gender communities across the spectrum.
All images in this article are courtesy of Good Light.
