While we might be used to brands paying lip service to Pride this time of year, there are those going out of their way to make a change. This year marks the 50th anniversary of the Stonewall Riots, and the history of the rebellion has inspired many to bring its highly relevant legacy into the modern day.
Here are six companies truly playing their part in supporting the community, and for once, through more than a rainbow flag.
If you’re a fan of Morphe, die-hard or day-to-day alike, this is the perfect Pride purchase for you. Known for its bold makeup and heavily pigmented palettes, the brand’s new Live in Color collection sets out to help us celebrate Pride in the boldest way we can. Featuring the already cult-status Live in Color Artistry Palette and the Live in Color 7-Piece Eye Brush Set, these products certainly deserve a place in your vanity.
Having partnered with The Trevor Project, a charity that funds a 24/7 suicide prevention hotline for US LGBTQA+ youth, the brand will donate all the proceeds to them. The Live in Color Collection will be on sale through June to July, while stocks last.
Available at Morphe, £20 to £26
Every year PrettyLittleThing drops a Pride collection, this year’s more inclusive and activism-enabling than ever. With shirts promoting ‘equality’, rainbows used in just the right places and all items being stocked in up to a UK size 26, the fast-fashion giant has pushed the boat out with what they want to offer the community and its allies.
100% of the proceeds from this collection will be donated to various LGBTQA+ grassroots charities across the UK, with most found locally to them in London and Manchester.
Available at PrettyLittleThing, £8 to £45
ASOS DESIGN X GLAAD
Since 2015, ASOS has been partnered with GLAAD to release their annual Pride clothing collaborations. In 2019, it seems the drop is just as cool as we’ve come to expect. Featuring over fifty shirts and sets in this year’s popular pantone colours, you’ll find mint greens and muted neon, an understated yet boldly chic homage to the traditional rainbow.
All proceeds from this collaboration will be donated to GLAAD, to provide ongoing benefit to the LGBTQA+ youths of America and to counter any discrimination they face.
Available at ASOS, £8 to £45
For most of us, we’ve forever been a fan of MAC. Prepare to fall more in love with the brand, as their 2019 Pride campaign comes backed with real-life promises. Alongside its colourful pride collection, featuring new lipsticks and liners in all the rainbow shades, the brand has made a massive pledge to the LGBTQA+ community
MAC will donate nearly £400,000 ($500,000 exactly) to GLAAD over the next two years as part of its celebration of the Viva Glam lipstick’s 25th birthday. In addition, they’ve committed to finically supporting over 20 Pride events local to them in the US, ensuring Pride can happen from the grassroots up.
Available at MAC in the US, from $22
Setting out to honour the timely legacy of 1969’s Stonewall Riots, Converse has released its Pride collection of footwear and apparel – a collection that seems more tuned in to the realities of living in the LGBTQA+ community than ever before. Offering items in all the usual rainbow shades, the brand will also allow you to customise your own Identity Flag shoes.
Encouraging you to create the flag that best suits your identity, the brand want you us all to show wear our Pride, all while donating the profits from the whole collection to their longstanding partners here in the UK, the It Gets Better Porject and OUT MetroWest. We think it’s safe to say that Converse has really got their Pride contribution spot on.
Available at Converse, £20 to £75
Throughout the month of June, all proceeds from the Lush Charity Pot in the US, UK and Korea will go to charities advocating for LGBTQA+ rights within their regions. These charities include, but are not limited to, The National Centre for Transgender Equality and the Ark of Freedom Alliance.
By doing so, Lush has made a bold statement on inclusion in some of the places that least feel it’s reach, and we’re here for it. Why not benefit the lives of LGBTQA+ folks worldwide at the same time as benefitting your skin?
Available at Lush, £4.50 to £16