The best beauty Pride campaigns (including Aesop’s free Queer Library)

This year for Pride, Kiehl’s launched its Love Letters campaign, with LGBTQ+ creators, such as Alyssa Edwards, alongside local non-profit partners sharing letters of appreciation to those who gave them a safe space to be their authentic selves. The campaign is raising awareness for the brand’s Open Doors platform, a year-round initiative dedicated to supporting LGBTQ+ homeless youth.

In 2025, Kiehl’s has committed to donating $150,000 to the Ali Forney Center to help provide safe, temporary housing as well as life-saving and developmental services to over 2,200 LGBTQ+ homeless youth.

For Pride this year, Discotheque – the fragrance brand inspired by (in)famous discos and clubs throughout time – has partnered with Tayce on a candle. With notes including chocolate, tobacco, honey and patchouli, it evokes “moments that burn bright enough to last forever.” 100% of proceeds will be donated to Not a Phase, to help uplift the lives of trans and gender-diverse adults, celebrating the kind of community and freedom you find on a dancefloor in your favourite club.

Glow Recipe has dropped a limited-edition Pride Watermelon Glow Pink Juice Moisturiser complete with rainbow packaging. This year, through donation and partnership, the brand is supporting the Human Rights Campaign in its mission to ensure LGBTQ+ equality and advance programs that foster visibility and create safe spaces across communities and institutions. 

Dr. Bronner’s supports LGBTQ+ rights and trans liberation all year round. The soap brand actively funds and partners with vital trans-led advocacy groups, supports Pride events throughout the US with registered floats and has an active presence in World Pride International March and Rally. Every bottle purchased helps fund the brand’s continued fight for a more equitable world – plus, the company offers its employees gender-affirming medical care.

MAC Cosmetics has always supported the LGBTQ+ community year-round with its VIVA Glam collection. This year, there’s a new product being introduced: a VIVA GLAM lip gloss co-created by Kim Petras. This year, MAC has donated $1 million, alongside 100 per cent of the proceeds from the gloss, to the VIVA GLAM charities, which include The Trevor Project, Hetrick-Martin Institute, and It Gets Better.

Rituel de Fille is an independent, queer-founded make-up brand inspired by the magical side of natural ingredients. For Pride, it launched a special collection of limited-edition shades of its best-selling Thorn Bite Peptide Plump Crème Lip Oil. 100 per cent of net profits were donated to five nonprofit organisations doing work in LGBTQ+ advocacy, trans liberation, and immigrant rights: Immigration Equality, Transgender Law Center, Equality Federation, Stand in Pride, and Trans Lifeline.

Queer-owned skincare brand Grimoire officially launched this month and is designed to keep our skin healthy even through our bad habits (too much fun, too little sleep). Its aim is to build a community that celebrates queer identity and self-expression all year around – however, for Pride, it’s offering 25 per cent off orders over $150, with 10 per cent of revenue going to the Trevor Project. 

For anyone in London, breath and movement studio, We The Conscious, will be hosting three community classes post-pride for some downtime. Located in Hackney Downs, these classes are an extension of their always-on programming led by LGBTQ+ practitioners.  On July 12, the studio is hosting a queer mingle and social with a sharing circle, cacao, journalling and yoga, with £1 from every ticket sold for this event to Stonewall. Earlier that day will be an ecstatic dance session set to Lady Gaga songs. Find out more information here.

Also in London, this Sunday the team at Self Space Social, a mental health service, are running a creative writing workshop for the queer community. Led by Self Space therapists, the session will explore therapeutic storytelling, queer joy, and gentle creative exploration. All of the proceeds from this event will go toward the Self Space ‘Pay It Forward’ program, the ongoing initiative to help remove the financial barriers to accessing therapy. Find out more information here.

For Pride this year, Barry M has put together two collections of nail polishes in a range of bold colours. The sets are limited-edition and 20 per cent of net profits from every set sold will be donated to akt, the national LGBTQ+ youth homelessness charity.

From June 27-30, NINI Organics will donate 5 per cent of the all total sales from the weekend to Terrence Higgins Trust. Using ethically sourced ingredients of the highest grade, NINI products are vegan, organic and not tested on animals. 

Sally Hansen has released six limited-edition pearlescent shades of nail polish inspired by the Pride flag. This is the seventh year in a row that the brand has supported Pride, and this year is donating to akt, a national charity dedicated to supporting LGBTQ+ 16 to 25-year-olds facing homelessness or a hostile living environment, offering services that range from emergency housing advice to helping them find community.

For June, sexual wellness brand Maude is supporting LGBTQ+ inclusive sex ed and access by donating a portion of proceeds from maude merch to Advocates for Youth and SIECUS, two organisations leading the way in making sex education more inclusive, accurate and accessible for all.