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The LGBTQ+ owned beauty brands using their funds to do good

Sophie Smith
10 February 2022

This month marks the annual celebration of LGBTQ+ History Month. To commemorate this, TheIndustry.fashion is taking a look at LGBTQ+ owned beauty brands, including how some use a percentage of profits to make change.

From beauty sales donations to raising awareness online, here are some of the brands working to support important causes.

Noto Botanics

Noto Botanics is a gender-fluid, clean skincare and cosmetics brand that celebrates authenticity, diversity and self-expression in beauty. The brand was founded by Gloria Noto, after they felt there was a lack of diversity in the clean beauty industry for queer, non-binary, trans and BI-POC bodies.

Through a percentage of its Agender Oil direct-to-consumer (DTC) sales, the brand helps to support vulnerable communities, the arts and environment. This includes The Transgender Freedom Project, Planned Parenthood, The Okra Project and The Trevor Project, a suicide prevention and crisis intervention organisation for the LGBTQ+ community. As of early 2021, the brand had raised $26,000 for vulnerable communities.

On the Noto Botanics website, Gloria Noto said: "As a business owner, Queer woman and first generation child, its important for me to connect with my community through my work. Agender Oil is a conduit to pursuing that connection in an authentic and creative way based on our means as a small business."

Noto Botanics

MAC Cosmetics

Founded by Frank Toskan and Frank Angelo in 1984, MAC Cosmetics is known for its colour cosmetics. Ten years after launch, MAC introduced its Viva Glam campaign, a line of vibrant lipsticks and lipglosses whereby 100% of the proceeds were donated to help people with AIDS and HIV around the world.

Today, in the UK and Ireland, the full recommended retail price from the sale of Viva Glam lipsticks is donated to organisations to support the health and rights of people of all ages, races and genders. This includes non-profit organisations that help women, girls and the LGBTQ+ communities, while also continuing its decades-long support for those living with HIV/AIDS.

To date, the sale of Viva Glam products has raised over £367 million and funded more than 1,800 organisations around the globe. Last year, MAC Cosmetics celebrated 27 years of giving back with the launch of three limited-edition Viva Glam lipsticks in Keith Haring’s signature primary-colour palette.

MAC Viva-Glam x Keith Haring Lipstick Collection

W311 People

W311 People is a cruelty-free, plant-powered cosmetics brand that aims to create formulas that improve the skin's long-term health and respect the planet. Founded by James Walker, Shirley Pinkson and Dr. Renee Synder in 2009, the brand's popular products include its Expressionist Pro Mascara, Bio Concealer and Bio Stick Foundation.

In an interview on Thrive Market, James Walker emphasised the importance of making "inclusivity a priority and standard, creating a space that is welcoming for all and putting your money where it counts". W3LL People donates to support the LGBTQ+ community, helping organisations such as The Trevor Project.

Object Beauty

Object Beauty is a plastic-free shampoo brand founded by Jack Wolton and Hugo Taylor, both business and romantic partners. The haircare brand features a range of natural and vegan beauty bars, with each bar saving the equivalent of three plastic bottles.

A part of the LGBTQ+ community, Jack and Hugo wanted to design a brand for all races, sexes and genders. The brand works to promote acceptance and celebrate differences by hiring a diverse range of models for its website. Object also aims to create a diverse and engaged community with its work discussing a range of important topics, key societal issues and sustainability across its platforms and online magazine, unwrapped.

Using its funds to help the environment, Object also partners with 8 Billion Trees to help offset their carbon emissions, heal the Amazon Rainforest and save endangered wildlife. For every new subscriber to its newsletter and for every customer review, the brand plants a tree.

Object Beauty

Trixie Cosmetics

Founded by famous drag queen Trixie Mattel, Trixie Cosmetics aims to provide pro-level makeup with vibrant and fun packaging. Available to ship to the UK, the US-based brand is formulated by Trixie's experience as both a makeup artist and drag queen.

The cruelty-free brand partners with The Honeybee Conservancy, donating a portion of its sales to help advance bee conservation and empower communities with the education, tools and bees needed to support local agriculture.

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