The Results Are In: This Is the Best New Beauty Brand of 2019 — Plus 5 Runner-Ups

Everyone — regardless of gender identity — is included, thanks to cosmetics company Fluide. The cruelty-free brand doesn't just showcase a diverse set of models in its ad campaigns and marketing materials, but Fluide also puts its money where its mouth is and donates a portion of profits to LGBTQ+ rights organizations, because, honestly, why wouldn't they?