LGBTQ+ Beauty Brands: Celebrating Diversity, Creativity, and Impact
Discover and support LGBTQ+ beauty brands leading the industry with creativity, advocacy, and community-oriented values.
The beauty industry has long played a pivotal role in self-expression and cultural change. In recent years, LGBTQ+-owned and allied beauty brands have not only driven major innovation but also shaped a more inclusive industry rooted in advocacy and authenticity. Supporting these brands goes beyond adding colorful products to your makeup bag; it means uplifting voices, missions, and communities that demand visibility year-round.
Why Shopping LGBTQ+ Beauty Brands Matters
Shopping from queer-owned or allied brands celebrates more than representation—it supports:
- Diverse leadership in an industry historically dominated by narrow beauty standards.
- Advocacy and charitable giving benefiting LGBTQ+ organizations, rather than performative ‘rainbow-washing.’
- Innovative, inclusive products that reflect a spectrum of identities, expressions, and lived experiences.
- Year-round support for community empowerment and safe spaces.
What Is Rainbow-Washing in Beauty?
Many companies showcase rainbow packaging or limited-edition Pride products but offer little meaningful support to the community—a phenomenon known as rainbow-washing. True allyship and impact come from brands that:
- Are directly LGBTQ+-owned or co-founded and prioritize community voices.
- Engage in sustained fundraising, philanthropy, or educational work beyond June.
- Back marketing with tangible policy or workplace commitments to LGBTQ+ safety and equality.
Top LGBTQ+ Beauty Brands to Support
Below, explore a curated list of influential LGBTQ+ beauty brands—from disruptive newcomers to longtime powerhouses—each driven by a unique mission and commitment to positive change.
Noto Botanics
A vegan, gender-fluid beauty line challenging traditional labels, Noto Botanics centers itself on inclusivity and progressive philanthropy. Founder Gloria Noto is committed to sustainability and community impact: 20% of proceeds from the best-selling Agender Oil are donated to organizations like the Transgender Freedom Fund, The Trevor Project, and Planned Parenthood. Multi-use products for face, body, and hair make this line accessible for all genders and skin tones.
- Focus: Sustainable, vegan, & multipurpose beauty
- Philanthropy: Ongoing donations to queer, trans, and reproductive justice nonprofits
Goodlight World
Founded by Queer and AAPI entrepreneurs, Goodlight World has quickly become a go-to for ethical, minimalist skincare. Standout products—including Moon Glow Milky Toning Lotion and Cosmic Dew Water Cleanser—combine clean ingredients with nourishing science. The brand’s eco initiatives, such as plastic-free packaging and partnerships with the Ocean Blue Project, reflect a deep commitment to environmental justice—another intersectional LGBTQ+ value.
- Eco-ethos: Plastic-free, vegan, low-impact formulas
- Mission: Support for clean water, community health, and beauty beyond binaries
Common Heir
Redefining clean beauty standards, Common Heir was co-founded by Angela Ubias and Cary Lin, both champions of sustainability and representation. Their 100% biodegradable, plastic-free serums—such as the cult-favorite Vitamin C Serum—bring high-grade results in consciously crafted capsules. For each newsletter sign-up, Common Heir donates $1 to removing plastic waste from waterways, reflecting an ongoing intersectional commitment to climate and justice.
- Product focus: Potent, biodegradable skincare
- Impact: Community action for environmental and LGBTQ+ causes
JVN Hair
Created by beloved “Queer Eye” star Jonathan Van Ness, JVN Hair prioritizes gender-inclusive hair care and embraces all hair textures and identities. The line—featuring nurturing ingredients like hemisqualane and a universally flattering suite of products—champions self-acceptance, fun, and individuality for everyone. Each Pride season, JVN Hair releases limited edition sets benefiting GLSEN, a nonprofit working to create safer, inclusive educational spaces for LGBTQ+ youth.
What others are reading
- Values: Self-expression, positive hair health, and belonging
- Year-round advocacy: GLSEN donations and educational partnerships
Isle of Paradise
Founded by queer tanning expert Jules Von Hep, Isle of Paradise has revolutionized body positivity in self-tanning. Their signature color-correcting mousses, drops, and mists are formulated to deliver customizable, streak-free results for all skin tones. Von Hep’s mission is about empowering everyone to feel confident—however they identify, whatever their body type. The brand frequently partners with LGBTQ+ mental health organizations, furthering its community-oriented impact.
- Inclusive mission: Confidence for every body and skin tone
- Highlighted products: Self-tanning drops, brightening mists
about-face
Created by pop icon Halsey, about-face is built around fearless, artistic self-expression. With kaleidoscopic shades—from electric matte eye paints to dynamic highlighters—the line encourages users to break beauty boundaries and own their creativity. about-face’s genderless marketing and broad shade offerings further set a new standard for contemporary beauty that celebrates queerness, artistry, and difference.
- Signature: Bold pigments and experimental textures
- Philosophy: Radical acceptance, artistry, and fluid identity
One/Size Beauty
Founded by YouTube sensation and makeup artist Patrick Starrr, One/Size Beauty is unapologetically dramatic and joyfully inclusive. Emphasizing performance, fun, and freedom, the line features cult-favorite complexion products—ultra-blurring powders, mattifying sprays, and smoothing primers—created for all skin types and identities. Every launch puts representation at the center, with visible support for LGBTQIA+ causes year-round.
- Core message: Your beauty, your rules
- Products: High-performance, vegan, drama-infused essentials
Made By Mitchell
Helmed by Mitchell Halliday—a queer makeup artist famed for bold color and innovation—Made by Mitchell is the go-to for creative eyeshadow palettes, multipurpose blushes, and boundary-pushing formulas. This UK brand believes in affordable, pro-grade tools that put artistry and experimentation in every user’s hands. Mitchell’s own journey of self-acceptance inspires the brand’s dynamic shade ranges and commitment to everyday inclusivity.
- Best known for: Dynamic, highly pigmented color products
- Philosophy: Celebrating all identities through color and creativity
Malin + Goetz
Lifestyle and skincare brand Malin + Goetz was launched by couple Matthew Malin and Andrew Goetz with a mission to provide gentle, high-quality products that work for all people. Their gender-neutral, minimalist line—beloved for its clean ingredients and sensitive-skin formulas—champions real skin, real solutions, and real giving, donating to LGBTQ+ causes and community mental health efforts throughout the year.
- Collection: No-fuss cleansers, moisturizers, and signature fragrances
- Commitments: Equity, minimalism, and charitable giving
BYOMA
The brainchild of queer founder Marc Elrick, BYOMA is a science-led skincare brand focused on gentle, barrier-repairing ingredients. BYOMA’s Tri-Ceramide Complex steers users away from aggressive actives and toward healthy, resilient skin—no matter the concern or identity. BYOMA further underscores its advocacy by donating a significant portion of Pride Month sales to GLSEN and sponsoring educational initiatives for LGBTQ+ youth.
- Formula focus: Barrier support and minimalist care
- Activism: GLSEN partnership and social impact campaigns
Major Allies: Established Brands with Ongoing Advocacy
Alongside newer, indie, and queer-owned brands, some major industry names have demonstrated sincere, sustained support for the LGBTQ+ community through fundraising, partnership, and policy change.
- MAC Cosmetics: Pioneers of charitable beauty, donating 100% of proceeds from their iconic Viva Glam range to HIV/AIDS organizations. Since launching in 1994, they’ve raised over $520 million, with LGBTQ+ superstars like RuPaul, Elton John, and Lady Gaga as campaign faces.
- NYX Professional Makeup: Lauded for fun, affordable color and broad access, NYX creates themed Pride collections spotlighting different facets of the LGBTQ+ experience (from youth mental health to gamer safety). NYX’s “Provide Allies for All” campaign trains staff and consumers in allyship and inclusivity, and the brand has raised over $650,000 for LGBTQIA+ causes globally.
- Neutrogena: Known for accessible, science-driven skincare, Neutrogena’s Care with Pride platform has raised over $1 million for LGBTQ+ organizations since 2011, demonstrating enduring, year-round support.
Quick Reference: LGBTQ+ Beauty Brands at a Glance
| Brand | Key Focus | Notable Initiatives |
|---|---|---|
| Noto Botanics | Gender-fluid, vegan, sustainable beauty | Donates 20% of Agender Oil proceeds to LGBTQ+ orgs |
| Goodlight World | Cruelty-free, clean skincare | Plastic-free, partners on clean water projects |
| JVN Hair | Inclusive haircare for all | GLSEN fundraising, gender-neutral campaigns |
| Isle of Paradise | Self-tanning, body confidence | LGBTQ+ youth mental health initiatives |
| about-face | Artistic, genderless color cosmetics | Diverse, inclusive shade range & marketing |
| One/Size | Drama-infused, inclusive makeup | Visible support for LGBTQIA+ groups, year-round |
| Made by Mitchell | Vivid color, multipurpose makeup | Affordable, pro-grade tools for experimentation |
| Malin + Goetz | No-fuss, minimalist skincare | Donations to LGBTQ+ health and wellness orgs |
| BYOMA | Barrier-focused skincare science | GLSEN support, LGBTQ+ education |
| MAC Cosmetics | Charitable, artistic makeup | Viva Glam HIV/AIDS fund, inclusive campaigns |
| NYX Professional Makeup | Playful, accessible beauty | Pride collections & allyship training |
| Neutrogena | Accessible, science-driven skincare | Care with Pride initiative, year-round giving |
Tips for Supporting LGBTQ+ Beauty Brands with Authenticity
- Shop thoughtfully: Prioritize brands with explicit LGBTQ+ ownership, leadership, or demonstrable advocacy—even after Pride month.
- Research the cause: Verify that brands’ rainbow products and marketing connect to real donations, partnerships, or year-round action.
- Amplify voices: Share and support LGBTQ+ creators, influencers, and artists shaping the beauty landscape.
- Ask questions: Don’t hesitate to contact brands about their diversity policies, donation transparency, and inclusive hiring.
Frequently Asked Questions (FAQs)Why is it important to shop LGBTQ+ beauty brands year-round, not just during Pride?
True impact comes from ongoing support, allowing queer-led brands to grow and reinvest in their communities beyond seasonal Pride campaigns. Year-round shopping prevents tokenism and builds sustained visibility and empowerment.
How can consumers spot authentic support vs. rainbow-washing?
Look for transparency in donation amounts, year-round advocacy, and evidence of LGBTQ+ leadership or direct community partnerships. Brands that only change packaging for Pride with no substantive support likely fall into rainbow-washing.
Which beauty brands donate proceeds to LGBTQ+ organizations?
MAC (Viva Glam), Noto Botanics (Agender Oil), JVN Hair (GLSEN partnership), and BYOMA (GLSEN donations) all channel profits to credible LGBTQ+ causes regularly. Others may donate proceeds during limited campaigns or Pride Month.
What makes a beauty brand truly inclusive?
Truly inclusive brands represent a range of gender expressions, skin tones, and identities in both their teams and product lines. They also advocate for intersectional justice—supporting racial equity, accessibility, and body positivity alongside LGBTQ+ empowerment.
Where can I find more LGBTQ+-owned beauty businesses?
Many local Pride networks, online retailer features during Pride Month, and beauty expert roundups regularly highlight emerging LGBTQ+-owned brands. Social media—especially from queer beauty creators—can also introduce new favorites each season.
In summary: Supporting LGBTQ+ beauty brands is a vital and joyful way to champion diversity, drive innovation, and ensure that the modern beauty industry reflects and uplifts everyone—inside and out.
References
- https://www.lookfantastic.com/blog/advice/lgbtq-positive-brands/
- https://vegoutmag.com/fashion-and-beauty/lgbtq-owned-vegan-beauty-brands/
- https://www.beautyexpert.com/blog/in-the-spotlight/lgbtq-owned-beauty-brands-youll-love/
- https://www.ipsy.com/blog/lgbtq-founded-beauty-brands
- https://www.cosmopolitan.com/lifestyle/a64966092/best-lgbtq-brands-to-shop/
- https://www.newbeauty.com/beauty-brands-supporting-pride-month/
- https://vitamagazine.com/2025/06/23/11-fashion-lifestyle-beauty-brands-for-pride-2025/
- https://cew.org/beauty_news/companies-celebrate-the-lgbtqia-community-for-pride-month/
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