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Beauty brands and retailers continue to roll out support for Pride Month

Gaelle Walker
16 June 2021

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

Korean inspired skincare brand Glow Recipe has been leveraging its platform to raise vital funds for the Marsha P. Johnson Institute - the organisation that helps to protect and defend the rights of Black trans people. 

All gross profits from sales made on between 11 and 13 June are to be donated to the Institute as part of its ongoing Glow for Good Initiative.

The wider initiative will see Glow Recipe donate $1m in monetary and product donations by the end of 2022 to organisations championing diversity, inclusion, equity, the environment, and female empowerment.

British Beauty brand Nails Inc meanwhile, has launched a limited-edition summer nail polish set in support of Pride Month.

Available now for an rrp of £22, the new Relationship Status: Proud set features four “fruity and fun” colours to offer users a fresh take on classic rainbow manis. is also donating 25% of global profits from the sale of the set during Pride Month to Stonewall UK and Stonewall Foundation US.

Morphe has also created a limited-edition Live With Love Artistry Palette (rrp £20). Featuring an array of vivid hues, 100% of net proceeds from the palette will be donated to The Trevor Project where it will help to help fund 24/7 suicide prevention & crisis intervention services for LGBTQ youth.


The Estée Lauder Companies is also marking the occasion in a variety of creative ways, including a series of employee videos currently being rolled out across ELC’s digital platforms as part of the #ELCProudTogether series.

ELC is also showcasing MAC's Viva Glam campaign, which donates all proceeds from the sale of its Viva Glam lipstick range to organisations that support the health and rights of people of all ages, races and genders.

With people in the LGBT community “more at risk of experiencing hygiene poverty than non-LGBT people,” Boots UK is also doubling its donations to The Hygiene Bank throughout the month of June.

The health and beauty retailer is also running a series of events for Boots’ team members designed to highlight how they could become more involved with its efforts to support the LGBT+ community.

Pinterest is also celebrating Pride Month with its 'Show Your True Colors' campaign aimed at "driving inspiration, celebration and action among Pinners and Creators."

Content from LGBTQ+ creators is currently being showcased on the platform and when Pinners search terms related to “Pride” on Pinterest, suggested searches are appearing in all colours of the rainbow.

On June 23, Pinterest will also host a global virtual event designed to drive inspiration and conversation around being a LBGTQ+ Creator and business.

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