Frau Tonis image is gender-fluid, revealed by the design, the store, the packaging, and above all by the choice of testimonials to whom it is difficult to attribute a gender. In Berlin, champion in the LGBTQ+ culture for ages, many beauty and cosmetic brands are moving towards an aesthetic style free from gender limits. The German market is the mouthpiece of a beauty that embodies new social values, where “for her” and “for him” seem to be dusty and obsolete definitions.