In recent years, more and more makeup brands have relied heavily on sexually suggestive names to stand out. Names like the “Better Than Sex” mascara from Too Faced and NARS’ infamous “Orgasm” blush have raised a lot of eyebrows and started a lot of discussions. These bold names have been undeniably successful in generating buzz and catching customers’ attention.
However, as the beauty industry becomes more inclusive and socially conscious, there’s a rising concern that this kind of marketing may not be as harmless and silly as it seems. Brands using sexuality to spark interest is nothing new, with the makeup industry being no exception. It’s a marketing tactic as old as advertising itself: sex sells (still).
Products like the “Pillow Talk Plumpgasm” lip gloss from Charlotte Tilbury, “Fetish” lipsticks from Milani, and lip glosses named “Pussyhole Pink,” “Yellow Discharge,” and “Coochie Juice” from Northside Princess have become regular features on the shelves of beauty stores worldwide.
While this strategy has been effective in grabbing attention, the use of sex-related product names may no longer align with modern values surrounding self-image and empowerment. These titles contribute to the stigma that makeup is inherently sexual, alienating a lot of customers, especially teens who are uncomfortable with the sexy titles. Makeup shouldn’t be making you feel like you’re conforming to a stereotype. Instead, it should inspire confidence, offering a broader way to express yourself.
On one hand, these names do have their place in an industry that thrives on attention-grabbing tactics. On the other hand, in an industry so broad there is a sense of responsibility to be had for what you are promoting to your customers.
Instead of relying on sexual innuendo, some brands are already exploring a middle ground. These brands are opting for names that better evoke empowerment and character, aiming to reflect modern values.
For example, BK Beauty recently rebranded its products to focus on radiance and self-love rather than seductive themes. Lipsticks named “Temptation” and “Desire” were rebranded to become “Confidence” and “Golden Hour.” This shift was met with a positive reception from customers.
Above all, there’s a lot of room to create engaging and memorable names without reducing beauty to something sexual. The conversation surrounding sexually charged product names invites questions about what the beauty industry stands for and how it wants to shape the way people view themselves. Hopefully, this encourages more thoughtful branding strategies.
