What Is Biden Beauty? It’s the Epitome of How Gen Z Does Politics

What Is Biden Beauty? It’s the Epitome of How Gen Z Does Politics

I was doing my daily bit of doom scrolling (hey, we all do it) when I came upon an ad for Biden Beauty. BIDEN BEAUTY! I thought it was a joke, but I scrolled through the photo carousel and realized it was indeed a real life website with real life merchandise to buy. Immediately, my curiosity was piqued. Despite celebrities launching beauty brands every day that ends in “y,” it’s not every day that a presidential candidate has an entire beauty brand launch behind it, especially one with a legendary tagline, “Beat your face. Beat Trump.”

So, what is Biden Beauty? Well, it was launched by an anonymous group of beauty insiders who wanted to fundraise for Vice President Joe Biden and Senator Kamala Harris in a way that would appeal to Gen Z and Millennials alike. In a statement for Marie Claire magazine, a secretive spokesperson for the brand stated, “Beauty has always been inherently political. From the beginning of time to now, all people have participated in beautifying as an act of defiance. We’re excited to push forth the message that this country is only made powerful by the vast diversity of its people. We hope that all underrepresented voices from all walks of life feel welcomed in this nation.”

“Beauty has always been inherently political. From the beginning of time to now, all people have participated in beautifying as an act of defiance.” — Biden Beauty

The range of beauty products isn’t huge—there’s a beauty sponge appropriately priced at $20.20 (iconic), a Biden Beauty hoodie, tote bag, stickers, and pins. There are also plans to launch a “We Glow High” Kamala Harris highlighter product and a “Biden Bounce” hyaluronic serum in the next few weeks leading up to the election.

Biden Beauty

And honestly, this is by far one of the coolest, most innovative ways to reach the Gen Z and younger Millennial demographic that I’ve seen. The youth vote is one that every politician wants, but getting them to vote is a different story. I don’t know about you, but when I was in high school and college, no one ever, ever, ever told me how to register to vote, when to vote, how to vote, any sort of policies, who my local politicians were … nothing. We didn’t have politicians doing any sort of outreach (or at least not that I remember).

I realize now just how ridiculously insane that is—and thankfully, Gen Z is a ton more politically aware than I was at their age. They’ve grown up during terrorist attacks, looming climate change, heightened racial tensions, increased income disparities, and now a pandemic, and they are here and WANT to help change things. No one understands the urgent state of the world and the United States like a Zoomer. Which is why Biden Beauty is so smart. Instead of pandering to the younger generation in a way that’s completely out of touch (remember Hilary’s “make them Pokemon Go to the polls” quote?), it meets them where they are in a way that’s both authentic and relatable.


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There’s a lot at stake during this election. It’s no hyperbole to state that the results of this election could (and most likely will) shape the future of our lives for the next 100 years. Putting the candidates’ personal issues aside, we’re voting for changes to protect our Earth, ensure health care for the most vulnerable, women’s reproductive rights, rights for our LGBTQ friends, police reform, racial justice … the list goes on and on and on. It’s honestly too important to sit this out.

So, right now, I implore you to make a plan to vote. I personally requested an absentee ballot and will be dropping it off in person at my local voting ballot box. If you need help figuring out just how and when you can vote, please check out How to Vote and select your state. There, you’ll receive detailed information on the important voting dates, how to vote by mail, and what you need to bring with you to the polls. And if you’ve got it all covered, ask your friends and family how they are planning on voting and how you can assist them if necessary. Let your voice be heard in 2020!


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