In this paper, we present the person-based approach to measur-ing implicit attitudes toward gay men and lesbian women—this approach uses face stimuli rather than traditionally used sym-bols, and creates salient social categories through contextual variation techniques. Across 5 experiments using the Go/No Go Association Task (n = 364), we present evidence that the person- based approach can disentangle implicit gender-based atti-tudes from implicit sexuality-based attitudes, that these atti-tudes vary as a function of participant gender and sexuality, and that they are different to attitudes elicited by typically used stimuli. We demonstrate that implicit person-based gender atti-tudes toward straight and gay people are similar and are con-sistent with the literature (i.e. attitudes toward [lesbian] women are more positive than attitudes toward [gay] men). However, we reveal a reversed pattern of findings for person-based impli-cit sexuality attitudes (i.e. attitudes toward gay men are more positive than attitudes toward lesbian women). These findings suggest that the person-based approach uniquely captures nuanced implicit attitudes toward gay men and lesbians, raising important questions regarding previous findings.