How beauty brands are celebrating pride 2022 – WWD

Beauty brands are gaining new partners – and launching new products – to benefit Pride month.

Coty Inc.’s Sally Hansen and Cover Girl brands. introduced new products and partnerships with GLAAD for Pride. Sally Hansen is releasing four gift sets featuring her Insta-Dri franchise in a range of colors, including the Rainbow Pride and Transgender Pride color combos. Cover Girl products will be sold alongside Sally Hansen gift sets. While the partnership is product-focused, it marks Cover Girl’s first partnership with GLAAD. Sally Hansen has, to date, donated more than $400,000 to the organization.

Youth to the People is donating $100,000 through its To The Future fund to two different nonprofits: GLSEN, which aims to end discrimination and harassment in schools; and NCTE, the National Center for Transgender Equity.

Lashify is partnering with the Center for Black Equity, an organization that benefits LGBTQ people of color internationally. The brand is donating 100% of the gross profits from its rainbow lashes, the Prismatic Gossamer lash, to the organization, up to $50,000.

Lottie London has launched a new collection, called Proud to Be, which includes eye makeup and stickers. Ten percent of’s sales of this collection for the month of June will benefit the Kaleidoscope Trust, a UK-based LGBTQ rights organization.

NYX Professional Makeup continues its partnership with the Los Angeles LGBT Center, to which the brand has donated more than $100,000. Consumers shopping on the brand’s website will have the option to round up their order price to benefit the center.

Macy’s Inc. will also feature a round-up program to benefit The Trevor Project, both online and in stores.

Elf Makeup is creating a limited run of its Big Mood Pride Mascara in rainbow packaging; 100% of the proceeds will go to It Gets Better, an organization that supports LGBTQ youth.

Flamingo and Harry also created a joint ensemble. Called the Face and Body Pride Shave Set, 100% of sales will be donated to the Trevor Project, which aims to be the world’s largest organization for suicide prevention and mental health resources for LGBTQ youth. The set consists of a shaving handle and blades for face and body, designed to be an “all-inclusive hair removal system,” according to the brands.

The net proceeds from Morphe’s Made With Pride collection – a series of two palettes, face and body gems and brushes – will be donated to the Trevor Project.

Peace Out and Isle of Paradise are collaborating on a set that includes the former’s acne spots and the latter’s self-tanning butter; 20 percent of the proceeds will go to Project Trevor.

Tood Beauty will offer eight limited-edition makeup polishes named after historic LGBTQ activists. Launching on June 23, 10% of the collection’s profits will go to the Human Rights Campaign.

The Body Shop also introduced a new stock unit. Called the Out For Love Highlighter, $1 from each purchase will benefit Advocates for Youth, an advocate for the equality act.

For more information from, see:

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