A look at the special products, promotions, events and endeavors that commemorate Pride month.
Burst Oral Care and designer Christian Siriano are marking Pride Month with the launch of a limited edition box with a custom designed Expanding Floss kit and lightweight, breathable face mask to celebrate, support, and uplift LGBTQ+ communities. Burst will be donating $25,000 from the proceeds to The Trevor Project, the nonprofit organization founded in 1998 focused on suicide prevention efforts among lesbian, gay, bisexual, transgender, queer, and questioning youth.
Bathorium, a Canadian premium bath care brand, has increased its goal for Pride month donations, and will be donating a portion of proceeds from all sales throughout the month of June to Born this Way Foundation, with a goal of $50,000. As an LGBTQ+ brand founder, Bathorium CEO Greg Macdonald is on a mission is to create change as a support leader and role model to those dealing with the struggles he’s all too familiar with: “Growing up as a questioning queer kid I didn’t have any gay mentors or role models that I could talk to or express how I was feeling. Back in the formative high school years, there weren’t any accessible gay men in my life that I could look to for support or guidance. With the rise of teen suicide rates, especially in the LBGTQ+ community, I believe we need to open conversations up to kids who need to be heard. Creating is a vehicle for self-expression and as a teenager, I used creating businesses to get the attention and accreditation I needed from those closest around me. While my brothers and straight friends excelled in sports and academia, I knew I could also get the validation I needed by being bolder, louder and consistently outdoing myself in every venture I set out to create. For all the little dreamers that are coming after me, I want to be there to help amplify their success and be the person for them that no one was for me.” Macdonald has opened up his email inbox to anyone in the LGBTQ+ community who may be struggling and need someone to talk to; they can email him directly and he will provide personal support on LGBTQ+ issues, business mentorship tools, and more.
Thayers Natural Remedies is celebrating individuality and sharing love for all by partnering with The Ali Forney Center, a non-profit organization dedicated to supporting and protecting LGBTQ+ youth. The brand will donate product to LGBTQ+ youths and host virtual events throughout the year. The first event will take place in July 2021, co-hosted by dermatologist and makeup artist brand partners. Thayers employees will also be participating in service opportunities that will benefit AFC, organized in partnership with L’Oréal USA. Since AFC's launch in 2002 with just six beds in a church basement, the organization has grown to become the largest agency dedicated to LGBTQ homeless youths in the country—assisting over 2,000 youths per year through a 24-hour drop-in center which provides more than 70,000 meals annually, medical and mental health services through an on-site clinic, and a scattered-site housing program.
M·A·C Underground—the brand’s series of first-to-market product drops developed and launched at hyper-speed—has introduced the Pride & Joy Liquidlast Liner Vault. 100% of the selling price from the 11-shade eye liner assortment will go to the Hetrick-Martin Institute through the M·A·C VIVA GLAM Fund, which helps to fight for the empowerment of the LGBTQIA+ community. M·A·C has been a longtime partner of the Hetrick-Martin Institute (HMI) – the nation’s oldest and largest organization that provides a safe and supportive environment for lesbian, gay, bisexual, transgender and questioning (LGBTQIA+) youth between the ages of 13 and 24, which aims to help them reach their full potential. M·A·C VIVA GLAM will further fund HMI youth with direct services spanning arts and culture, health and wellness, academic enrichment, job readiness, counseling and case management, on-site pantry, outreach homeless services, youth Pride and more. The 11 shades included in the collection symbolize the LGBTQIA+ community flag colors: black and brown stripes represent marginalized LGBTQIA+ communities of color, while pink, light blue and white represent the transgender pride flag.
Beauty, home care and personal care companies and retailers are showing support for the LGBTQ+ community with special products, promotions, events and endeavors that commemorate Pride month.
Johnson & Johnson’s Care with Pride is a 10-year-old, employee-led initiative that has generated $1 million in donations to LGBTQIA+ non-profits, including J&J’s current beneficiary, Family Equality, and past beneficiaries such as Trevor Project and PFLAG. This year, J&J will continue its commitment with a virtual Pride kickoff on June 1, and the healthcare and personal care company has limited created edition Pride products wth its brands (shown) and will deploy care packages for LGBTQIA families in partnership with @Family Equality.
Procter & Gamble and iHeartMedia will host “Can’t Cancel Pride,” a virtual relief benefit on June 4 for the LGBTQ+ community, featuring performances and appearances from some of most influential voices in the community as well as the biggest names in culture and entertainment including Bebe Rexha, Brothers Osborne, Busy Phillips, Demi Lovato, Gus Kenworthy, Hayley Kiyoko, Jennifer Hudson, JoJo Siwa, Lil Nas X, Marshmello, MJ Rodriguez, Nina West, P!NK, Ricky Martin, Regard, Troye Sivan, Tate McRae and more. The second annual event will be supported by P&G’s Dawn, The Art of Shaving, GilletteLabs, Downy, Tide, Olay.
HipDot will donate 10% of gross sales from the Diamond Diva Eyeshadow Palette and Pride Bundle will be donated to the LGBTQ Freedom Fund. The Diamond Diva palette features 15 colors—10 bright and pastel matte shades and 5 vibrant glitters.
Through June, Everyone is partnering with The Trevor Project to support its life-saving work and offer a limited edition “Share The Love” Pride Ruby Grapefruit Hand Sanitizer. The product was created by Everyone’s internal LGBTQ+ group (The Sparkle Squad) is available exclusively on the Everyone website at $6.99.
Shoppers Drug Mart’s limited-edition Quo Beauty Pride Collection contains a range of color cosmetics including waterproof eyeliners, an eyeshadow palette, eyelashes and brow stickers; nail polish and accessories, such as a brush set, head bands, sunglasses and more. Shoppers Drug Mart is supporting the LGBTQ2S+ community by contributing 10% of all sales of the collection up to a total of $20,000 to PFlag Canada. The retailer will also be supporting PFlag Canada, PFlag Toronto and The 519 with a donation of $20,000. The collection has shade names such as Inspire, Pride, Strut, Fierce and Celebrate.
BH Cosmetics this month is launching a limited-edition Give Back 12 Color Shadow Palette, and $10 from every purchase of the new shadow palette will be donated to The Trevor Project.
Touchland is donating 10% of sales from its Rainbow Collection to Miami based Pridelines Community Center throughout the month of June, while supplies last. Touchland chose to align with the Pridelines Community Center as its headquarters are based in Miami, to make a local impact this year. The Rainbow Collection is the Tik-Tok the hand sanitizer branbd’s most popular bundle; it features all eight available fragrances: Aloe Vera, Citrus, Forest Berry, Lavender, Mint, Unscented, Watermelon and Vanilla Cinnamon.
Unilever US says it is continuing its work toward creating a more inclusive society with the newest phase of its United We Stand campaign, which supports the LGBTQI+ community nationwide. This year, Unilever will focus on five LGBTQI+ communities in areas that are most in need of support services—Monroe, LA, Moore, OK, Clemson, SC, Florence, AL, and Cape Girardeau, MO. (Cities were chosen using the Human Rights Campaign’s Municipal Equality Index.) Local organizations receiving direct support include the Forum for Equality, Freedom Oklahoma, South Carolina Black Pride, The Knights & Orchids Society, and PFLAG. The program will extend beyond Pride Month with year-round continuous partnerships that aim to address key issues that help raise living standards for LGBTQI+ people in these areas, said Unilever.
As part of Pride month, Nordstrom is providing a grant to the Trans Lifeline x FOLX Hormone Replacement Therapy (HRT) Care Fund, to support transgender, nonbinary and gender nonconforming individuals. Nordstrom is also be highlighting brands founded or designed by the LGBTQ+ community, including skincare brand Mantl, and Boy Smells, a home scent brand (shown) co-founded by real-life partners Matthew Herman and David Kien.
Macy’s annual national Pride + Joy campaign honors the LGBTQ community with special initiatives including a customer-centric give-back program to raise funds and awareness for The Trevor Project. At checkout, customers can round up their in-store purchases to the nearest dollar (up to $0.99) and donate their change, or donate online, to benefit The Trevor Project. In addition, Macy’s will celebrate with exclusive merchandise, including an assortment of Pride-inspired merchandise with curated merchandise including beauty products.