No Pinkwashing Allowed: Explore LGBTQ+ Positive Beauty Brands
Happy Pride Month!
To see in one of the most important months of the year, LOOKFANTASTIC have researched “pinkwashing”, and which brands are genuine allies to the community.
Pinkwashing, or rainbow washing, is the act of using LGBTQ+ symbols for PR or marketing, without actually supporting the community. The goal is to generate profit or turn attention away from internal issues by using surface-level symbols and imagery.
We all know it is profitable to support pride month, but who has been here for the community regardless of the parades, flags, and flashy parties? Who has continued to show up for us, raise money to support us, and not just stick a rainbow on their label and call it activism?
We’re very glad to say that in the beauty community, there is a plethora of fiercely LGBTQ+ friendly brands that continue to show up for us, and have historically stood by the community.
Scroll on to discover LGBTQ+ owned makeup brands and LGBTQ+ friendly makeup brands. From new, cutting-edge brands to icons of the industry, we are sure that you’ll be surprised by the campaigns these brands do not even widely promote. They are simply doing it for the community.
LGBTQ+ Friendly Makeup Brands
MAC
Perhaps the most outspoken brand is MAC Cosmetics. A giant of the beauty industry, MAC have stood by the LGBTQ+ community since way before it was cool. Did you know the MAC Viva Glam range donates 100% of profits to charity? Since its conception in 1994, they set up the MAC AIDS fund, have raised over $520 million worldwide, and post an annual report on their website so you can see exactly where your money is going.
Not only that, at its launch in 1994, MAC appointed the legendary RuPaul as the first face of Viva Glam. Since then, they have worked with Suzie Izzard, Sir Elton John, Kim Petras, Lady Gaga, and so many more to bring attention to the work Viva Glam does. It’s not just a pretty lipstick, it has helped to change over 19 million lives.
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Click here to shop the MAC Viva Glam lipsticks.
NYX Professional Makeup
A brand we all know for their playful, affordable pieces, but did you know they are also huge LGBTQ+ allies? They are favoured by many drag queens for their high performance and low price range, and their pride collections go beyond rainbow coloured, party makeup.
Each year, NYX’s pride collection has an entirely different focus. This year, they are celebrating LGBTQIA+ musicians, in 2023 their focus was on creating a safe space for LGBT gamers, in 2021 they shone a spotlight on trans people of colour, and in 2020 they defined allyship. They truly get involved with the community beyond the parades and drag shows, and work to reach people in much smaller, lesser focussed-upon groups. They have raised over $650,000 worldwide for LGBTQ+ organisations, and their “Provide Allies for All” program provides allyship training to help everyone create a safe and inclusive space.
Click to shop NYX Professional Makeup.
Neutrogena
The skincare and bodycare giants are big supporters of the LGBTQ+ community. From its Care with Pride initiative that has raised over $1 million dollars since 2011, to its equality focuses, to its partnership with Brighton & Hove Pride, Neutrogena are long-standing, true allies that go above and beyond year after year.
LGBTQ+ Owned Makeup Brands
JVN Hair
Owned by hair styling, television personality, author, and podcast host Jonathan Van Ness, JVN Hair was created to “see all beauty, serve all beauty, and honour the uniqueness in each of us.” Jonathan “combined the best in effective and clean ingredients, creating an innovative, first of its kind haircare collection that celebrates hair health and the uniqueness of each person.”
With a haircare brand that cares about your hair, not your gender identity, Jonathan has created an ultra-inclusive, innovative brand that nourishes your locks no matter how you choose to style them.
Ole Henriksen
Starting from Ole himself mixing formulas in his kitchen, he became the first known celebrity facialist. Famed for the “Ole Glow” from his iconic 1980’s spa, he bottled his formulas and started selling them under his own namesake.
Ole Henriksen is still involved with the brand today, and he credits his time spent as a dancer in Indonesia, learning about botanical skincare that transformed his acne-prone skin, as his reason for falling in love with skincare and what it can do for our confidence.
Click here to explore Ole Henriksen's skincare.
Marc Jacobs
A brand that we all know and instantly recognise, from their fragrances to their fashion, Marc Jacobs himself is a member of the LGBTQ+ community and an avid promoter of all things queer culture. From his interviews in Vogue about refusing to be ashamed, to his charity work with The Center, to hosting his own ball in New York to celebrate ball culture and the beginning of Pride Month, Marc Jacobs is a pioneer of the community.
Click here to explore Marc Jacobs.
