{"id":5169,"date":"2019-07-15T11:08:32","date_gmt":"2019-07-15T05:38:32","guid":{"rendered":"https:\/\/www.vue.ai\/blog\/?p=5169"},"modified":"2022-04-28T16:45:19","modified_gmt":"2022-04-28T11:15:19","slug":"beyond-the-pride-rainbow","status":"publish","type":"post","link":"https:\/\/www.vue.ai\/blog\/trends-and-analysis\/beyond-the-pride-rainbow\/","title":{"rendered":"Beyond The Pride Rainbow: Brands And The LGBTQ+\u00a0Community"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_65 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<p class=\"ez-toc-title\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a0a5cc3b8835\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a0a5cc3b8835\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.vue.ai\/blog\/trends-and-analysis\/beyond-the-pride-rainbow\/#glamming-it-up-with-mac-cosmetics\" title=\"Glamming It Up with MAC Cosmetics\u00a0\">Glamming It Up with MAC Cosmetics\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.vue.ai\/blog\/trends-and-analysis\/beyond-the-pride-rainbow\/#collective-pride-with-american-apparel\" title=\"Collective Pride with American Apparel\">Collective Pride with American Apparel<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.vue.ai\/blog\/trends-and-analysis\/beyond-the-pride-rainbow\/#247-pride-with-fluide-cosmetics\" title=\"24\/7 Pride with Fluide Cosmetics\">24\/7 Pride with Fluide Cosmetics<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.vue.ai\/blog\/trends-and-analysis\/beyond-the-pride-rainbow\/#pride-and-joy-with-macys\" title=\"Pride and Joy with Macy\u2019s\">Pride and Joy with Macy\u2019s<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.vue.ai\/blog\/trends-and-analysis\/beyond-the-pride-rainbow\/#gender-fluidity-with-sephora\" title=\"Gender-fluidity with Sephora\">Gender-fluidity with Sephora<\/a><\/li><\/ul><\/nav><\/div>\n<span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">6<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span><p><span style=\"font-weight: 400;\">Pride Month celebrates the LGBTQ+ community and their fight for equal rights in the month of June every year. The year 2019 marks the 50<\/span><span style=\"font-weight: 400;\">th<\/span><span style=\"font-weight: 400;\"> anniversary of the <\/span><a href=\"https:\/\/en.wikipedia.org\/wiki\/Stonewall_riots\"><span style=\"font-weight: 400;\">Stonewall Uprising<\/span><\/a><span style=\"font-weight: 400;\">, which gave birth to the pride movement.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Brands, designers, and retailers paint the town rainbow with their special collections, marketing campaigns, and packaging to show their support. But just like any other celebration and special days, commercialization has seeped into the Pride Month as well.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With a buying power of <\/span><a href=\"https:\/\/www.forbes.com\/sites\/debtfreeguys\/2018\/08\/14\/the-1-trillion-marketing-executives-are-ignoring\/#320f1d32a97f\"><span style=\"font-weight: 400;\">$1 trillion<\/span><\/a><span style=\"font-weight: 400;\">, the LGBTQ+ market is one of the fastest growing consumer segments. This is a big jump <\/span><a href=\"https:\/\/www.advocate.com\/commentary\/2018\/1\/02\/lgbt-economy-americas-future\"><span style=\"font-weight: 400;\">from the purchasing power of $917 billion<\/span><\/a><span style=\"font-weight: 400;\"> in 2017. In the US, the LGBTQ+ community is being hailed as the <\/span><span style=\"font-weight: 400;\">future of the country<\/span><span style=\"font-weight: 400;\"> as it owns the 10th largest economy in the world.<\/span><\/p>\n<figure id=\"attachment_5173\" aria-describedby=\"caption-attachment-5173\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-5173 size-full\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/07\/lgbt-money-750x.jpg\" alt=\"\" width=\"750\" height=\"422\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/07\/lgbt-money-750x.jpg 750w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/07\/lgbt-money-750x-300x169.jpg 300w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-5173\" class=\"wp-caption-text\">Source: Advocate<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Needless to say, many businesses try to cash in on the pride cause. But there are ones that do more than selling rainbow cups, and shirts. They organize, support and sponsor the causes that work towards uplifting the LGBTQ community. These companies share their profits, collaborate with the community and ensure that their business practices match their rainbow campaigns. They display their Pride badges 365 days of the year.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We decided to take a look at fashion and beauty brands that are the strongest allies of the LGBTQ+ community and the Pride movement.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"glamming-it-up-with-mac-cosmetics\"><\/span><b>Glamming It Up with MAC Cosmetics\u00a0<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Founded by Frank Toskan and Frank Angelo in Canada in 1984, MAC Cosmetics celebrated \u2018pride\u2019 when it wasn\u2019t a part of any brand\u2019s mainstream marketing strategy, through initiatives like the Viva Glam campaign.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The founders launched the Viva Glam campaign in 1994, which dedicatedly worked towards creating awareness about HIV\/AIDS treatment and fight against the stigma associated with the disease. While the campaign includes all gender identities, the<\/span><span style=\"font-weight: 400;\"> $500 million dollars<\/span><span style=\"font-weight: 400;\"> generated from it benefitted the LGBTQ+ community immensely because back then HIV\/AIDS was used to fuel anti-gay hysteria.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The campaign\u2019s first spokesperson and face was American drag queen RuPaul. Other popular icons that became the face of the campaign were Ricky Martin, Elton John, and KD Lang.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The Viva Glam product line is still one of the most successful product lines of MAC Cosmetics and as per the company, <\/span><a href=\"https:\/\/www.glossy.co\/beauty\/youtube-launches-ar-virtual-try-on-capabilities-with-mac-cosmetics\"><span style=\"font-weight: 400;\">one lipstick is sold every second<\/span><\/a><span style=\"font-weight: 400;\">. The company donates 100% of the sale price of the Viva Glam product line to <\/span><a href=\"https:\/\/www.poz.com\/article\/mac-aids-fund-kicks-25th-year-big-transformations\"><span style=\"font-weight: 400;\">MAC AIDs fund<\/span><\/a><span style=\"font-weight: 400;\">. So far it has <\/span><a href=\"https:\/\/www.dailymaverick.co.za\/article\/2019-06-12-beyond-lip-service-the-lipstick-that-literally-saved-lives\/\"><span style=\"font-weight: 400;\">come to the aid of 19 million people<\/span><\/a><span style=\"font-weight: 400;\"> by supporting 1,800 organizations across 92 countries. 25 years later, the cosmetics company with the help of its parent organization Est\u00e9e Lauder Companies (ELC) is <\/span><a href=\"https:\/\/www.out.com\/activism\/2019\/5\/24\/mac-has-raised-half-billion-dollars-hivaids-and-isnt-done-yet\"><span style=\"font-weight: 400;\">still working towards improving<\/span><\/a><span style=\"font-weight: 400;\"> the lives of trans women, fund LGBTQ+ initiatives across the globe, advocate equal rights and end stigma that stems from prejudices about gender, race and sexual identity.\u00a0<\/span><\/p>\n<figure id=\"attachment_5174\" aria-describedby=\"caption-attachment-5174\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-5174 size-full\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/07\/mac.jpg\" alt=\"\" width=\"750\" height=\"580\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/07\/mac.jpg 750w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/07\/mac-300x232.jpg 300w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-5174\" class=\"wp-caption-text\">Source: Out<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">MAC\u2019s owner Est\u00e9e Lauder Companies (ELC) is committed to the cause as well. It <\/span><a href=\"https:\/\/www.elcompanies.com\/en\/news-and-media\/newsroom\/company-features\/2019\/the-estee-lauder-companies-scores-100percent-on-2019-corporate-equality-index\"><span style=\"font-weight: 400;\">scored<\/span><\/a><span style=\"font-weight: 400;\"> 100% on Human Rights Campaign\u2019s (HRC) <\/span>2019 Corporate Equality Index<span style=\"font-weight: 400;\"> for the 1oth time. The HRC index is a benchmarking report that scrutinizes an organization\u2019s LGBTQ+ related policies and practices. The New York-based skincare and beauty company was also awarded the title of \u2018Best Place to Work for LGBTQ Equality\u2019. The company not only engages with the LGBTQ+ community publicly through its initiatives and funding but also promotes positive internal engagement through inclusive care benefits.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"collective-pride-with-american-apparel\"><\/span><b>Collective Pride with American Apparel<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><a href=\"https:\/\/www.huffingtonpost.in\/2015\/03\/05\/marriage-equality-amicus_n_6808260.html\"><span style=\"font-weight: 400;\">Out of the 300+ companies<\/span><\/a><span style=\"font-weight: 400;\"> that are putting their weight behind same-sex marriage, American Apparel is one of them. By doing this, the clothing retailer is using its influence to join &amp; support LGBTQ+ community\u2019s struggle for equal rights, dignity, fairness, and respect.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The company\u2019s history, be it their <\/span><a href=\"https:\/\/www.wonderlandmagazine.com\/2018\/07\/06\/american-apparel-they-ok\/\"><span style=\"font-weight: 400;\">ad campaigns<\/span><\/a><span style=\"font-weight: 400;\"> or initiatives, proves that they have always been a strong ally. Their latest <\/span><a href=\"https:\/\/www.bustle.com\/p\/buying-american-apparels-2019-pride-collection-will-help-give-back-to-the-trans-cosmetic-donation-drive-17948367\"><span style=\"font-weight: 400;\">Pride collection<\/span><\/a><span style=\"font-weight: 400;\"> features real people that represent different sexual identities, instead of popular faces and models.\u00a0 On top of it, 100% of the net proceeds of the collection would be donated to the Los Angeles LGBT Centre.\u00a0<\/span><\/p>\n<figure id=\"attachment_5186\" aria-describedby=\"caption-attachment-5186\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-5186\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/07\/29dc7c9c-7d26-4085-afb8-fc531fa59065-pride_shot_12_011-1-300x169.jpg\" alt=\"\" width=\"750\" height=\"422\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/07\/29dc7c9c-7d26-4085-afb8-fc531fa59065-pride_shot_12_011-1-300x169.jpg 300w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/07\/29dc7c9c-7d26-4085-afb8-fc531fa59065-pride_shot_12_011-1-768x432.jpg 768w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/07\/29dc7c9c-7d26-4085-afb8-fc531fa59065-pride_shot_12_011-1.jpg 970w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-5186\" class=\"wp-caption-text\">Source: Bustle<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Jeffrey Cooper, VP of Marketing at Gildan (American Apparel\u2019s parent company) <\/span><a href=\"https:\/\/www.bustle.com\/p\/buying-american-apparels-2019-pride-collection-will-help-give-back-to-the-trans-cosmetic-donation-drive-17948367\"><span style=\"font-weight: 400;\">asserted<\/span><\/a><span style=\"font-weight: 400;\">, \u201cAmerican Apparel has always been a proud, vocal and visible supporter of organizations that promote the health and well-being of LGBTQ+ people around the world. Each year, we identify a new partner to help us serve and uplift members of the community. This year we have chosen to support the Los Angeles LGBT Center. Our donation will help to remove barriers to basic needs and give dignity and confidence back to those in our community who need it most.\u201d<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"247-pride-with-fluide-cosmetics\"><\/span><b>24\/7 Pride with Fluide Cosmetics<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">If there\u2019s a company that celebrates the LGBTQ+ community throughout the year, then that\u2019s Fluide Cosmetics. Launched in January 2018, the company caters to all gender identities and skin tones.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Co-founder and CEO Laura Kraber <\/span>wrote<span style=\"font-weight: 400;\"> about the intent behind starting this makeup label, \u201cI was really inspired by my experience as a parent of GenZ teens and the activism of this generation with regards to LGBTQ+ and gender identity issues. I wanted to create Fluide to represent and reflect the diverse identities of teenagers today, support their self expression, and offer an authentic, inclusive beauty brand to an audience hungry for new representations of beauty.\u201d<\/span><\/p>\n<figure id=\"attachment_5177\" aria-describedby=\"caption-attachment-5177\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-5177\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/07\/Screenshot-2019-07-15-at-3.59.15-PM-300x257.png\" alt=\"\" width=\"750\" height=\"641\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/07\/Screenshot-2019-07-15-at-3.59.15-PM-300x257.png 300w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/07\/Screenshot-2019-07-15-at-3.59.15-PM-768x657.png 768w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/07\/Screenshot-2019-07-15-at-3.59.15-PM.png 801w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-5177\" class=\"wp-caption-text\">Source: Fluide<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">But their contribution to the community doesn\u2019t end with shades of pride nail polish sets, pride packs, and holographic gloss. The makeup brand donates 5% of its profits to LGBTQ+ organizations that fight for the community\u2019s legal, health and human rights.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Jecca Makeup, Illamasqua and Panacea are other gender neutral makeup brands that believe in celebrating Pride 24\/7.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"pride-and-joy-with-macys\"><\/span><b>Pride and Joy with Macy\u2019s<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Macy\u2019s too found a place in HRC\u2019s <\/span>2019 Corporate Equality Index<span style=\"font-weight: 400;\"> like Est\u00e9e Lauder. The American department store has been championing the Pride cause by supporting the LGBTQ+ community through and through over the past many years.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Right from launching <\/span><a href=\"https:\/\/www.hrc.org\/blog\/spotted-macys-lgbt-inclusive-wedding-gift-registry\"><span style=\"font-weight: 400;\">LGBT inclusive<\/span><\/a><span style=\"font-weight: 400;\"> wedding registry to <\/span><a href=\"https:\/\/mashable.com\/article\/the-prom-first-same-sex-kiss-macys-thanksgiving-day-parade\/\"><span style=\"font-weight: 400;\">making history<\/span><\/a><span style=\"font-weight: 400;\"> at the Thanksgiving parade, the retailer is the strongest ally of the community.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This year Macy\u2019s unveiled their 10th annual national <\/span><a href=\"https:\/\/www.apnews.com\/Business%20Wire\/4db61aff59ee4d89a06cb0d2b50c3d63\"><span style=\"font-weight: 400;\">Pride + Joy campaign<\/span><\/a><span style=\"font-weight: 400;\"> in the honour of WorldPride 2019 and Stonewall 50. Besides launching Pride-themed merchandise, the retailer got new murals to celebrate the Pride month, marched at the Pride parades in 24 locations including New York Miami &amp; Houston, and raised funds for the <\/span><a href=\"https:\/\/twitter.com\/TrevorProject?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor\"><span style=\"font-weight: 400;\">Trevor Project<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<figure id=\"attachment_5178\" aria-describedby=\"caption-attachment-5178\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-5178\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/07\/800-300x200.jpeg\" alt=\"\" width=\"750\" height=\"500\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/07\/800-300x200.jpeg 300w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/07\/800-768x512.jpeg 768w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/07\/800.jpeg 800w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-5178\" class=\"wp-caption-text\">Source: AP News<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">In its press release, the company\u2019s chief diversity officer Shawn Outler <\/span><a href=\"https:\/\/www.businesswire.com\/news\/home\/20190521005849\/en\/\"><span style=\"font-weight: 400;\">emphasized<\/span><\/a><span style=\"font-weight: 400;\">, \u201cAt Macy\u2019s, diversity is a foundational value and part of how we think, act and operate. It is reflected in our long-standing commitment to fostering an inclusive culture and environment that inspires, reflects and embraces our colleagues, customers and the communities we serve. Through our annual Pride + Joy campaign, Macy\u2019s celebrates National Pride Month as a testament to the power of community to make all of our lives shine brighter\u201d<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"gender-fluidity-with-sephora\"><\/span><b>Gender-fluidity with Sephora<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">18-year old model <\/span><a href=\"https:\/\/twitter.com\/aaronphilipxo\/status\/1136423096792100864\"><span style=\"font-weight: 400;\">Aaron Philip<\/span><\/a><span style=\"font-weight: 400;\"> from Antigua couldn\u2019t stop screaming after seeing herself in Sephora\u2019s latest campaign \u2018We Belong To Something Beautiful\u2019. In the first week of June 2019, the Paris-based personal care and beauty store company released their campaign that <\/span><a href=\"https:\/\/www.bustle.com\/p\/sephoras-identify-as-we-campaign-celebrates-lgbtq-non-binary-genderfluid-people-17944156\"><span style=\"font-weight: 400;\">celebrates<\/span><\/a><span style=\"font-weight: 400;\"> the transgender, LGBTQ,<\/span> <span style=\"font-weight: 400;\">gender-fluid<\/span><span style=\"font-weight: 400;\"> and non-binary community. Besides Philip, the ad also featured Fatima Jamal, a black queer femme model.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Speaking about the campaign, Jamal <\/span><a href=\"https:\/\/www.bustle.com\/p\/sephoras-identify-as-we-campaign-celebrates-lgbtq-non-binary-genderfluid-people-17944156\"><span style=\"font-weight: 400;\">said<\/span><\/a><span style=\"font-weight: 400;\">, \u201cTo see myself actualized as a model or a subject of beauty \u2014 and also to be someone who has been working and writing around beauty for a \u2014 it was nice to be able to see it actualized in that way.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For a community that is still struggling to find acceptance, Sephora has pledged to endorse inclusivity within its global organization through its actions. In 2016, the company had also started <\/span><a href=\"https:\/\/www.seventeen.com\/beauty\/a20874545\/sephora-makeup-classes-for-trans-people\/\"><span style=\"font-weight: 400;\">free makeup classes<\/span><\/a><span style=\"font-weight: 400;\"> by and for the LGBTQ community.\u00a0<\/span><\/p>\n<figure id=\"attachment_5179\" aria-describedby=\"caption-attachment-5179\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-5179\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/07\/bdb0a57f-28b0-4de3-8ae5-34281d18b31b-sephora_in-store_layout_-fatima-232x300.jpg\" alt=\"\" width=\"750\" height=\"971\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/07\/bdb0a57f-28b0-4de3-8ae5-34281d18b31b-sephora_in-store_layout_-fatima-232x300.jpg 232w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/07\/bdb0a57f-28b0-4de3-8ae5-34281d18b31b-sephora_in-store_layout_-fatima.jpg 646w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-5179\" class=\"wp-caption-text\">Source: Bustle<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">While monetary contributions help to provide financial assistance, offering visibility, like Sephora has done with its latest ad, provides mental assistance. The campaign not only put a stamp of approval on the various shades and standards of beauty but also took away the power from one-dimensional beauty standards. It didn\u2019t use trans and queer people as mere props. Instead, it centres on them and their identities in a bold, transparent and unapologetic manner.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Jamal reiterated this by <\/span><a href=\"https:\/\/www.bustle.com\/p\/sephoras-identify-as-we-campaign-celebrates-lgbtq-non-binary-genderfluid-people-17944156\"><span style=\"font-weight: 400;\">stating<\/span><\/a><span style=\"font-weight: 400;\">, \u201cI dream for people like me to be able to realize their beauty on their own. [Their beauty] being affirmed by a national retailer is a plus.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">H&amp;M\u2019s \u2018<\/span><a href=\"https:\/\/www.eonline.com\/news\/1043227\/laverne-cox-s-new-h-m-pride-collection-campaign-will-make-you-feel-the-love\"><span style=\"font-weight: 400;\">Love for All\u2019<\/span><\/a><span style=\"font-weight: 400;\"> capsule collection with American actress and LGBTQ+ advocate Laverne Cox and razor subscription service Harry\u2019s limited edition <\/span><a href=\"https:\/\/hypebeast.com\/2019\/5\/harrys-pride-month-special-shaving-kit\"><span style=\"font-weight: 400;\">Shave with Pride<\/span><\/a><span style=\"font-weight: 400;\"> set also deserves a special mention.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">6<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span> Pride Month celebrates the LGBTQ+ community and their fight for equal rights in the month of June every year. The year 2019 marks the 50th anniversary of the Stonewall Uprising, which gave birth to the pride movement.\u00a0 Brands, designers, and retailers paint the town rainbow with their special collections, marketing campaigns, and packaging to show  &#8230;<\/p>\n","protected":false},"author":23,"featured_media":5187,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[143],"tags":[313,183,312,279,311],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Beyond The Pride Rainbow: Brands And The LGBTQ+\u00a0Community | Vue.ai Blog<\/title>\n<meta name=\"description\" content=\"The LGBTQ+ community is hailed as the future of US as it is one of the fastest growing consumer segment that owns the 10th largest economy in the world.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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