It's time to stop cashing in on the Pride movement. These are the brands making a real difference to LGBTQIA+ lives
It takes more than slapping a rainbow flag on a product and declaring yourself a Pride ally to make a real difference to LGBTQIA+ lives. While support for the community has never been more apparent across social media and product packaging, there remains some tokenistic brands that are cashing in on a movement that they’re not tangibly helping.
But, there’s a regiment of beauty brands truly putting their time, energy and money where their mouth is to aid the LGBTQIA+ community in the ongoing fight for acceptance and equal rights – providing funding for legal aid, support lines and safe spaces to those who need it. Like Pride itself, these are the loud, proud, celebratory and inclusive brands we can really get behind.
These are the brands making a real difference to LGBTQIA+ lives in 2022...
MAC
Since launching its first Viva Glam campaign in 1994, MAC has used its impact to raise over $500 million for the global fight against HIV/Aids, funding 9,713 grants to over 1,800 ground-breaking and innovative programs and organisations around the globe. Now, MAC is expanding its efforts further into supporting marginalised populations, particularly young women and girls and the LGBTQ community, with the full price of its Viva Glam lipsticks, £17.50, going to help initiatives which support them.
Jecca Blac
Makeup artist Jessica Blackler set up Jecca Blac as a safe space for experimentation for all beauty lovers: all genders, sexualities, abilities, pronouns, shapes and sizes. The brand offers a free makeup advice service to help trans women or anyone struggling with applying makeup. If you send a selfie or a picture of your jawline, they'll shade match you and suggest a tailored routine within 24 hours. The brand has even put on events such as the Trans Festival in Covent Garden, offering panel discussions with guest speaker trans activists, advocates, allies and influencers and a beauty marketplace of brands that cater specifically to the Trans community.
Byoma
Byoma is celebrating Pride by donating 50% of all sales from BYOMA.com during the month to GLSEN a non-profit dedicated to creating safe and inclusive schools for LGBTQ+ youth. My favourite product to pick up is the Moisurizing Gel Cream which is hydrating enough to keep skin looking fresh but is lightweight enough for the summer weather.
Glow Recipe
Glow Recipe has pledged to donate $1M by the end of 2022 to causes that support diversity, equity and inclusion. What's more, 100% of profits from the Glow With Pride Watermelon Pore Tight Toner will be donated to non-profit organisations empowering LGBTQIA+ youth globally.
Try: Glow With Pride Watermelon PHA + BHA Pore-Tight Toner, £31, Cult Beauty
NYX
NYX has worked in partnership with UK Black Pride and Stonewall on its PROUDLY PRO-YOU initiative. The brand has funded UK Black Pride's We Will Be Heard survey and is funding their Community Action Plan, too, providing grants to pay for events, spaces and services. For every NYX Professional Makeup Pride Limited Edition collection product you buy online and in-store in the UK at Boots and Superdrug between 1st May and 1st August NYX will donate £1 to Stonewall, who will in turn pay all monies raised to UK Black Pride Limited (up to the value of £30,000).
Try: NYX Limited Edition Pride Matte Setting Spray, £8, Boots
Kiehl's
For Pride, Kiehl’s has teamed up with LGBTQ+ youth charity, Just Like Us. £10 from every sale of the Limited Edition Pride Ultra Facial Cream will go towards supporting the work they do raising awareness and providing resources for primary and secondary schools in the UK.
Launches July.
Skin Proud
Skin Proud has teamed up with prominent LGBTQ+ artist Bee Illustrates on a Pride Edit of best-sellers including the Velvet Cloud Cleanser, Fruit Smoothie Exfoliator and Clear Off Microfibre Pads, plus a limited-edition bandana. 20% of all sales from the skin kit will go to LGBT Foundation
Try: Skin Proud Pride Edit, £25, ASOS
ASOS exclusive PRIDE Campaign
Superdrug
For Pride Month, Superdrug and Unilever are celebrating 5 years supporting the Switchboard Helpline with donations that aid the charity's essential work in the LGBTQ+ community, funding over 266 volunteers, and amounting to over 7000 calls, instant messages and emailed answered over the 5-year period. This month collectively, Superdrug Own-Brand, Unilever, Durex, Britney Spears and Berrocca have committed to a total donation of £55,000 via sales of the Pride capsule collection.
Simple (Unilever)
Made from 100% plant based fibres that biodegrade in 42 days, Simple's Biodegradable Cleansing Wipes are kind to the planet – and to every skin. For Pride Month, Superdrug and Unilever are celebrating 5 years supporting the Switchboard Helpline with donations that aid the charity's essential work in the LGBTQ+ community, funding over 266 volunteers, and amounting to over 7000 calls, instant messages and emailed answered over the 5-year period. This month collectively, Superdrug Own-Brand, Unilever, Durex, Britney Spears and Berrocca have committed to a total donation of £55,000 via sales of the Pride capsule collection.
Try: Simple Limited Edition Biodegradable Wipes, £3.65, Superdrug
Vaseline (Unilever)
Vaseline's iconic tin has got dressed up in the rainbow flag for Pride Month. Superdrug and Unilever are celebrating 5 years supporting the Switchboard Helpline with donations that aid the charity's essential work in the LGBTQ+ community, funding over 266 volunteers, and amounting to over 7000 calls, instant messages and emailed answered over the 5-year period. This month collectively, Superdrug Own-Brand, Unilever, Durex, Britney Spears and Berrocca have committed to a total donation of £55,000 via sales of the Pride capsule collection.
Try: Vaseline Limited Edition Pride Lip Tin, £1.95, Superdrug
Sd Studio (Superdrug)
Inject a bit of fun into your look with these long, fierce press-on acrylic nails. For Pride Month, Superdrug and Unilever are celebrating 5 years supporting the Switchboard Helpline with donations that aid the charity's essential work in the LGBTQ+ community, funding over 266 volunteers, and amounting to over 7000 calls, instant messages and emailed answered over the 5-year period. This month collectively, Superdrug Own-Brand, Unilever, Durex, Britney Spears and Berrocca have committed to a total donation of £55,000 via sales of the Pride capsule collection.
Sd Studio (Superdrug)
This brush set has you covered for every eye look – from a smoky to a perfectly crafted feline flick. For Pride Month, Superdrug and Unilever are celebrating 5 years supporting the Switchboard Helpline with donations that aid the charity's essential work in the LGBTQ+ community, funding over 266 volunteers, and amounting to over 7000 calls, instant messages and emailed answered over the 5-year period. This month collectively, Superdrug Own-Brand, Unilever, Durex, Britney Spears and Berrocca have committed to a total donation of £55,000 via sales of the Pride capsule collection.
Try: Sd Studio 4 Piece Eye Pride Brush Set, £8.49, Superdrug
Harry's
2022 marks Harry’s fifth year of supporting the LGBTQ+ community with its pride collection. The brand collaborated with four creators from the LGBTQ+ community on a collection of bespoke artworks for its Safe & Proud campaign, offering limited edition prints and merch from artists including; award winning graphic designer Fox Fisher, minimalist painter Ashton Attz, multimedia artist Trackie Mcleod and illustrator Erin Aniker; expressing their perspectives on what it means to them to feel safe. 100% of net proceeds of the Safe & Proud campaign will go to the Albert Kennedy Trust (AKT) an organisation supporting LGBTQ+ youth experiencing homelessness. The money will provide funds for AKT’s Rainbow Starter Packs, which provide financial support to find safe and secure accommodation for those who really need it. Harry’s will also be making a donation of £10,000, in addition to the funds raised through the artworks.
Lottie London
Lottie London will be donating 10% percent of the sale from its Proud To Be collection to The Kaleidoscope Trust – a UK-based charity working to uphold the human rights of LGBTQ+ people across the world. The collection includes an eyeshadow palette, two stamp liners in new Pride designs and sparkly face gems that make a statement.
Lottie London
Featuring a blue felt eyeliner on one end and a peace sign stamp on the other, it's time to get creative safe in the knowledge that 10% of the profits go towards the LGBTQ+ charity the Kaleidoscope Trust.
Lottie London
Wear your heart on your sleeve – literally – with this lilac heart shaped stamp. Use on the face and body to spread the love. 10% of the profits from Lottie London's Proud To Be Collection will go towards the Kaleidoscope Trust's efforts to uphold the rights of the LGBTQ+ community across the Commonwealth.
Lottie London
Get the party started with these apply-and-go face gems. Lottie London is donating 10% of sales to Kaleidoscope Trust, a UK-based charity that works with governments to support the human rights of LGBTQ+ people in the Commonwealth.
Herbivore
Herbivore supports Pride year-round with its Prism skincare collection. $1 (£0.71) from every sale goes to The Trevor Project with a minimum commitment of $75,000 (£53,000).
Try: Herbivore Prism 12% AHA and 3% BHA Exfoliating Glow Serum, £49
StarFace
StarFace made the rainbow rendition of its best-selling yellow hydra-stars pimple patches a permanent part of its collection. All net proceeds for the Rainbow Hydro-Stars will be allocated to Black Thrive, which works to uplift black communities in the UK and the Black Led Movement Fund and the Hetrick-Martin Institute for LGBTQ+ youth in the States.
Eylure
Buy these fabulous rainbow-tipped lashes and you'll not only get a flutter that you can see in your peripheral vision. You'll also be helping to support Eylure's LGBT+ charity partner Just Like Us, which works to empower young people and champion LGBT+ equality within schools.
Try: Eylure London Love Is Love No.117 Light & Wispy Lashes, £4.95, Superdrug
Mylee
Mylee has created a gel nail polish collection, containing 11 shades to represent the inclusive LGBTQ+ Flag, as well as a stunning No Wipe Glitter Top Coat. 10% of the profits from each purchase during the month of June will be donated to the charity MindOut, a mental health service run by and for lesbians, gay, bisexual, trans, and queer people.
Boy Smells
This collection of six limited edition candles includes our new favourite home fragrance: Extra Vert. The main notes are an addictive combination of fig, juniper berry, Mediterranean cypress and basil but you'll also notice a hint of mint and daffodil. The Pride Collection supports The Trevor Foundation, which provides crisis intervention and suicide prevention services to young people from the LGBTQ community.
Spotlight Oral Care
Who said dental care had to be boring? Spotlight Oral Care is pledging 100% of the profits from this limited edition release directly to LGBTQ+ charities and organisations. This rainbow-hued incarnation of the brand's bestselling Sonic Toothbrush has the same three speed settings and high-tech features you'd expect, but comes with three orange heads and a purple travel case.
Try: Spotlight Oral Care Limited Edition Pride Sonic Toothbrush, £120, Look Fantastic
Jean Paul Gaultier
100% of profits from every sale of Le Male Pride Collector, a warm, spicy, woody fragrance now housed in a limited-edition rainbow version of the brand’s iconic bottle, will go to AKT. This brilliant charity helps to provide safe accommodation for LGBTQ+ young people in need.
Try: Jean Paul Gaultier Le Male Pride Collector Eau de Toilette, £72, Look Fantastic
Kerastase
Famed for its ability to smooth strands and seal split ends, meet the technicolour version of Kerastase's all-star Elixir Ultime L'Original Hair Oil. This year the brand is pledging a financial contribution to LGBTQ charities around the world. In the UK, 100% of profits from every sale will go to AKT, an organisation that supports young people in need of a safe home, employment or training.
Try: Kerastase Pride Limited Edition Elixir Ultime L'Huile Originale, £30, Feel Unique
The Body Shop
Prepare to shine bright with this multi-tasking pearlescent highlighter, which comes in three skin-flattering hues. The Body Shop is continuing to support its charity partner, MindOut, which focuses on improving mental health within the LGBTQ+ community. This year, the brand is also championing LGBTQ+ employees in the work place. It has launched a 'Work In Pride' charter, a formal commitment to support LGBTQ+ staff and is rallying other companies to do the same.
Try: The Body Shop Out For Love Highlighter, £15, The Body Shop
Barry M
Expect to see rainbow tips trending soon, courtesy of this bold nail polish set. Barry M is supporting AKT with 20% of net profits from each set going directly to this charity for young LGBTQ+ people.
Try: Barry M Full of Pride Nail Paint Gift Set, £20, Look Fantastic
Batiste
We're fully expecting this limited edition version of Batiste's cult dry shampoo, brimming with fruity and floral notes, to fly off the shelves. The brand has pledged £30,000 to the LGBT Foundation to support its Helpline and many other services within the community.
