10 brands in beauty celebrating Pride Month in 2022

Beauty brands and retailers across the UK are continuing to inspire and thrill shoppers with vibrant products, activations and charitable pledges in support of Pride Month - the annual month dedicated to celebrating LGBTQ+ communities around the world.

TheIndustry.beauty takes a look at 10 brands that are supporting the LGBTQ+ community, are LGBTQ+ owned or have produced pride items for 2022.

NYX Cosmetics

NYX Professional Makeup is marking Pride 2022 with a new campaign, named “Paint Your Own Story”. The company has month-long activities planned to celebrate the LGBTQ+ community, featuring digital and physical experiences, live performances, and a virtual metaverse pride parade.

To celebrate Pride Month, NYX and POC Lab will be dropping a non-binary NFT avatar collection which will incorporate over 36 skin shades, every ethnicity, sexual orientation, and gender identification.

In addition, NYX has also released a limited edition pride collection comprising Ultimate Eye Paints, Wonder Stick Blush, Butter Gloss, Matte Setting Spray and lip oils - all in pride packaging.

NYX has also donated over $150,000 to the Los Angeles LGBT Centre.

Glow Recipe

Glow Recipe has pledged to donate $1 million in monetary and product donations by the end of 2022 through their Glow for Good Social Impact program. Glow Recipe has reimagined their bestselling Watermelon Glow toner with 100% of profits up to $30,000 going to nonprofit organisations empowering LGBTQ+ youth globally.

Glow Recipe has also donated $15,000 in monetary contributions to It Gets Better Project and $15,000 in product contributions to the Marsha P. Johnson Institute.

The partnership with It Gets Better Project will help fund programs that empower LGBTQ+ youth globally. The donation to the Marsha P. Johnson Institute will provide the Black transgender community with Glow Recipe's skincare to help with their skincare journey.

E.l.f Cosmetics

E.l.f. Cosmetics has teamed up with the It Gets Better Project on a limited-edition Pride collaboration. The beauty company has repackaged its Big Mood mascara in rainbow chrome packaging and has pledged to donate 100% of the proceeds to the LGBTQ+ youth charity.

Morphe

Morphe has launched its annual pride collection titled Made With Pride. Ranging in price from $8-$26, the collection includes two eyeshadow palettes inspired by the colours of the Progress Pride Flag, officially adopted in 2018.

Items also featured include a pack of face/body gems and a selection of eye brushes that comes in a bag with rainbow strap.

Morphe will be donating 100% of the net proceeds of the Made With Pride collection (a minimum of $50,000) to The Trevor Project, a non-profit organisation dedicated to providing suicide prevention services to LGBTQ+ youth.

In a statement, the brand said: "The Morphe Made With Pride Collection is exclusively designed and inspired by classic Pride iconography, with each shade named after a significant Pride cultural icon. The collection features vibrant shades formulated to perfectly match the Progress Pride Flag and act as a colourful reminder to express yourself through makeup and always be proud of who you are."

Marc Jacobs Fragrances

Marc Jacobs Fragrances confirmed it will continue its advocacy for the LGBTQIA+ community through partnerships with US-based The Lesbian, Gay, Bisexual & Transgender Community Centre and UK-based charity AKT (Albert Kennedy Trust).

The Perfect Marc Jacobs fragrance, launched in August 2020, is inspired by Marc Jacobs’ personal belief that we are all perfect as we are and is symbolised by the word ‘perfect’ tattooed on his wrist.

To celebrate self-expression and spread love and positivity during Pride, Perfect Marc Jacobs will launch the TikTok #PerfectPrideMovement hashtag challenge in the US between June 4th-June 6th in an effort to drive awareness and build support for The Centre and its mission.

In the UK, TikTok creator partners will enable in-app donations for AKT beginning July 2nd to coincide with London Pride. Additionally, a Perfect Marc Jacobs branded effect will be available to all TikTok users in both countries to celebrate Pride during June and July.

Marc Jacobs Fragrances has also committed to continuing support for both non-profit organisations in June 2023.

Peace Out

As an LGBTQIA+ founded brand, Pride Month means the world to Peace Out. To celebrate the special month, the company has created a limited edition Pride version of its Acne Dots. The anti-acne dots contain encapsulated salicylic acid to penetrate pores and clear up blemishes fast without the irritation. Retinol helps to promote clear-looking skin while Aloe Vera gently soothes and minimizes the appearance of redness.

20% of all Pride Acne Dots proceeds will be donated to The Trevor Project.

Lottie London

Lottie London has launched a new five-piece collection that is inspired by the creativity and diversity that encompasses Pride. The collection includes an eyeshadow palette, two stamp liners in new Pride designs alongside face gems.

10% of sales from the collection goes towards Kaleidoscope Trust, a UK-based charity working to uphold the human rights of LGBTQ+ people across the Commonwealth. They work with governments, change-makers and civil society organisations in the UK and abroad to effect meaningful and lasting change in the lives of LGBT+ people everywhere.

Trixie Cosmetics

Trixie Cosmetics, the LGBTQ+ drag queen owned business, has launched a new Pride collection, "Colour Me Gay", featuring seven lip losses and a bus display box. Described by the brand as "celebrating the joys of homosexuality" the set contains old classics as well as a new sheer gloss named "Hi Gay!".

Byoma

During the month of June, skincare brand Byoma has announced it will donate 50% of all online sales to GLSEN, a non-profit dedicated to honouring and supporting LGBTQ+ youth by creating safe and inclusive school environments.

JVN Hair

The brands No.1 best seller, the Air Dry Cream, has been given a Pride 2022 makeover. The sustainable, limited edition packaging has been created by LGBT designer Zipeng Zhu and will only be available during Pride Month.

Jonathan Van Ness, Founder of JVN Hair, commented: "Pride represents an ongoing celebration of our community's resilience, diversity, and enduring strength to be who we are even in the face of hate. We advocate for the acceptance and equity of all."