Pride is a powerful, revolutionizing, unifying cause, and the beauty industry is no stranger to joining in. Brands use marketing campaigns and product lines to help highlight and empower the LGBTQ + community.

While pride month creates a safe space for the LGBTQ+ community to celebrate their victories and reflect on their challenges, brands also take the opportunity to show their support. Although these business tactics may seem minuscule, many of these marketing campaigns are seen globally and can reach millions. That kind of wide-scale publicity is how companies use their resources to advocate for change during Pride month. 

In the 1970s, Clairol signed model Tracey Norman as the first transgender model to be on a box of No. 512. More recently, companies in the beauty industry like Covergirl have announced James Charles as the first “Coverboy” while Manny Gutierrez was the first male Maybelline Model. NYX also launched a line with drag queen Aquaria.

Steps like these continue pushing boundaries and shedding light on the beauty of inclusion. This year several brands are joining forces with some non-profit organizations to take part in Cause Marketing Campaigns. 

Check out brands that are launching new collections with LGBTQ+ foundations.

NYX Professional Makeup

NYX Professional Makeup is celebrating Pride Month this year with a new collection release and a social media challenge. The collection, inspired by the ’80s and ’90s Ballroom Drag Culture, consists of vibrant metallic colors.The collection is available via NYX’s U.S. website

NYX Professional Makeup further developed its campaign on social media by creating a #NYXCosmeticsBall challenge, where users are encouraged to enter their look in a face makeup category for a chance to win $5,000. The lucky winners will be announced on June 28th,2021. In addition, NYX Professional Makeup will also be donating over $100,000 to L.A. LGBT Center and other global LGBTQ foundations.

M.A.C Cosmetics 

M.A.C Cosmetics is honoring Pride Month with their new Pride and Joy Liquid Last Vault collection, set to launch at the end of June. The collection includes 11 eyeliners that last for 24 hours, priced at $124. M.A.C Cosmetics will also be donating 100% of sales made from the line to the Hetrick-Martin Institute (HMI) through the M·A·C VIVA GLAM Fund. The collection will be available via MAC’s U.S. website on June 23.

Like many other companies, M.A.C Cosmetics has also changed its Instagram profile icons to a colorful pride rainbow. Additionally, M.A.C Cosmetics created the hashtag #MACLovesPride to intrigue new viewers to explore more Pride-inspired beauty content. 

John Frieda Hair Care

John Frieda Hair Care is running a “Tie Up Your Hair, Not your Identity” Pride campaign. The haircare brand partnered with GLSEN, an organization that works to help LGBTQ+ students stop bullying and harassment in school settings. John Frieda Hair Care will work with GLSEN to create a safe and welcoming environment for all youth. 

Their month-long social media campaign will spread awareness, raise funds and work toward making schools a safe place to learn. “Tie Up Your Hair, Not Your Identity” signage will also be seen in Target stores and display ads on Amazon.

Morphe

Morphe is celebrating the LGBTQ community with limited-edition products from their “Live With Love” collection. The collection includes an eyeshadow palette, eye brush set and handheld mirror. Morphe will also be donating 100% of net proceeds to The Trevor Project, a charity that provides crisis intervention to LGBTQ+ youth. The collection is available via Morphe’s U.S. website

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