Pride Month 2025: Beauty

Celebratory Products & Packaging

Following on from last year, Korean-American brand Glow Recipe has rereleased its viral Watermelon Glow Pink Juice Moisturiser in a vibrant Pride-themed ombré version of its original bottle. Likewise, Canadian clean beauty brand Graydon Skincare continued its rainbow-adorned box – this year for the Intimacy Oil. A playful rainbow graphic features on Tony Moly’s (South Korea) Pride Hydrogel Eye Patches, while Korean-German company Yepoda’s The Mist Have – Pride Edition is decorated with cheerful and celebratory visuals designed by Berlin-based artist Josephine Rais.

In the US, Danessa Myricks’ Pastel Dream Mini Freedom Palette includes soft pastel neutrals, rainbow multi-chromes and shimmering metallics. It’s been designed for finger-forward application for buildable and customisable on-the-go looks. Meanwhile, Mac Cosmetics (Canada/US) unveiled its Viva Glam Lipglass Air, co-created with German-born, Los Angeles-based LGBTQ+ trailblazer Kim Petras. The non-sticky lip gloss is a universally flattering red shade that delivers high shine and nourishment with a lightweight finish.

Meaningful Activations

In general, brands have been pulling back on their involvement during Pride Month. However, it’s crucial for “brands to engage and show up in Pride campaigns to rebuild trust with young LGBTQ+ consumers”, according to Innova Market Insights.

Beyond product and packaging, beauty brands are supporting the LGBTQ+ community with dedicated campaigns. UK-based Lush created a multi-tiered campaign, including window designs, QR code-accessible films and literature distribution, to help imagine a world where the UK leads on supporting trans rights. Also fusing a protest approach, US-based sexual wellness brand Maude’s Erotic Activism editorial features messages challenging what taking a stand should look like while positioning queer intimacy as a meaningful personal act that inspires broader action for LGBTQ+ inclusion.

NYX Professional Makeup’s (US) campaign celebrates queer self-expression by blending the worlds of music and make-up. It spotlights the voices of emerging LGBTQ+ musicians through a series of digital video stories, where they share intimate reflections on identity and artistry. Meanwhile, American pop star Lady Gaga’s Haus Labs’ partnership with Sephora will donate $1 from every Haus Labs product sold at the retailer in June to the Born This Way Foundation (also founded by Lady Gaga).