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These Are The Beauty Brands Celebrating Pride The Right Way

Jun 03, 2024

Marketing News

These Are The Beauty Brands Celebrating Pride The Right Way

With Pride Month 2024 approaching in June, now is the perfect time to reflect on beauty brands celebrating Pride effectively and why it is crucial for them to get involved. 

Each year beauty brands actively celebrate and participate in Pride Month to demonstrate their support, inclusivity, and appreciation for diversity. Pride campaigns by beauty brands not only create more campaign opportunities throughout the year but also expand their consumer base through their allyship. Beauty brand pride campaigns are unique, they go beyond promoting a product as they allow creative freedom through the use of colour, art and innovative messaging, adopting a sense of authenticity and connection with the LGBTQIA+ community and beyond. 

Here are the beauty brands celebrating Pride this year:

MAC Cosmetics

MAC Cosmetics is one of the veteran beauty brands celebrating Pride, as seen through its LGBTQIA+ fundraiser. Since 1994 the brand has created quality products for all sexualities and genders by supporting the LGBTQIA+ community year-round with its VIVA Glam range, raising money for the MAC AIDS Fund. The MAC Cosmetics best efforts can be seen in its 24-hour lipstick fundraiser. On 9th June 2023 MAC Cosmetics introduced its first-ever VIVA Glam day by giving 100% of all lipstick proceedings to organisations supporting women, girls and LGBTQIA+ people. MAC has demonstrated that it is “a place where LGBTQIA+ people have been welcomed since day one”.

MAC X Kim Petras

NYX Professional Makeup

NYX Professional Makeup, one of the beauty brands celebrating Pride the right way, has donated $500,000 globally, amplified LGBTQIA+ voices, and provided allyship training to over 10,000 individuals through its partnership with Los Angeles LGBT Center. 

The beauty brand believes Pride is ‘not a month-long campaign, but a year-long celebration of the LGBTQIA+ community’, therefore, labelling itself as ‘Proud Allies For All’. In 2022 the beauty brand celebrating Pride released its limited-edition Pride collection featuring eye paints, blush, lip gloss, matte setting spray and lip oils – all in vibrant Pride packaging. This collection was promoted by six non-binary creatives, showcasing that makeup has no gender. 

@nyxcosmetics

@La China 🦋🧿🧘🏻‍♀️🪴 has us MESMERIZED with this colorful look using our #nyxcosmetics Pride Collection! #Pride2022 #Pride #PaintYourPride

♬ original sound – NYX Professional Makeup

Garnier

Garnier supported Pride by donating up to £50,000 to Just Like Us, a charity supporting schools and empowering young people within the LGBTQ+ community nationwide. 

On a mission to become one of the most influential beauty brands celebrating Pride, Garnier wants to make sure everyone feels comfortable and heard. It wants to encourage the Garnier community to understand how they can be more supportive of the LGBTQ+ allies. Garnier actively celebrated Pride through the launch of Micellar Pride, a cult favourite of the LGBTQ+ community. The makeup remover and cleanser suitable for all skin types, helps individuals embrace the art of self-expression, ‘makeup or no makeup, it’s time to celebrate the skin you are in’. 

beauty brands celebrating Pride: Garnier

The Body Shop

Another beauty brand celebrating Pride is The Body Shop, highlighting that equality is a human right and there should be no additional barriers. 

The Body Shop firmly believes that when people are themselves, they perform their best, therefore, it arranged an establishment that gives support for their LGBTQ+ employees in the workspace. This was celebrated through the Free to Be Campaign, hosting an event with uplifting drag personalities drawing attention to the rising anti-drag legislations sweeping across the United States, working to ban public drag performances. As one of the most generous beauty brands celebrating Pride, The Body Shop donated $1 from every sale of The Body Shop’s Out for Love highlighter to the Equity Deferations efforts to advance pro-LGBTQ+ policies.  

@thebodyshopuk

🚨 New product alert! 🚨 The ‘Out For Love’ Highlighters glide on like a dream come true 🤩 Shrima wears ✨ BAKED ✨#makeup #beauty #highlighters #thebodyshop

♬ as it was x cruel summer x deja vu – matty james

Make Up For Ever

Make Up For Ever, one of the more unique beauty brands celebrating Pride, is championing in an inspiring way. Launched in 2022 Make Up Forever has been offering assistance to aspiring makeup artists within the LGBTQ+ community, enabling them to attend the makeup school of their choice. The beauty brand is deeply committed to diversity and equality, inspiring everyone to express their individuality, embrace it, and celebrate it with joy. #PROUDFOREVER

Makeup For Ever LGBTQIA+ scholarship

e.l.f. Cosmetics

Launching its biggest campaign yet, e.l.f. cosmetics launched a community driven campaign. As one of the more community-driven beauty brands celebrating Pride, e.l.f. invited its community to proudly ‘express your e.l.f.’, by bringing the e.l.f. acronym (eyes.lips.face) to life, asking ‘what does e.l.f. mean to you?’. The responses inspired a dynamic campaign, featuring interpretations like ‘euphoric.luminous.fierce.’ to ‘every.life.free.’

This initiative celebrates the unique individuality of every eye, lip and face. 

The beauty brand partnered with the It Gets Better Project for a limited-edition Pride collaboration. E.L.F Cosmetics repackaged its Big Mood mascara in vibrant rainbow chrome packaging, donating 100% of the proceeds to the LGBTQ+ youth through the charity.

beauty brands celebrating Pride: e.l.f. Cosmetics

Morphe

Annually launching a Pride collection, Morphe has shown their dedication in the right way. Its June collection titled ‘Made With Pride’ included two eyeshadow palettes inspired by the colours of the Progress Pride Flag, officially adopted in 2018. Morphe donated 100% of the net proceeds of the Made With Pride collection to The Trevor Project, a non-profit organisation dedicated to providing suicide prevention services to LGBTQ+ youth. 

@morpheofficial

Have PRIDE in who you are and what you do with the NEW 2022 Made With Pride Collection! 🌈 #pride2022🏳️‍🌈 #morphe

♬ original sound – Morphe Cosmetics

Benefit

Celebrating Pride authentically, Benefit Cosmetics demonstrated its support through impactful messaging, advocating for direct contributions to Pride month from Queer creators. 

In 2023, it exemplified this commitment by partnering with Queer British illustrator Sofie Birkin. Birkin created illustrations centred on the narrative of Queerness, exploring themes of fantasy, community, intimacy, and empowerment. These themes were vividly brought to life through her bold and dynamic illustrations, which adorned the Benefit Cosmetics float at the San Francisco Pride Parade and the merchandise worn by participating employees. Benefit Cosmetics furthered its commitment by donating $10,000 to The Trevor Project, the charity chosen by Birkin. The Trevor Project is a leading organisation dedicated to suicide prevention among young LGBTQIA+ individuals.

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@sociallypowerful

Author

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Shannon Maher

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