Beauty shoppers expect a new industry standard for Pride. Here’s how to get it right

By Alessandro Carrara | Published: 13-Jun-2023

As the world celebrates Pride 2023 this June, Cosmetics Business outlines what beauty shoppers expect from beauty brands and the importance of authenticity when it comes to supporting the LGBTQIA+ community

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The expectations of how beauty brands can support Pride month has seen a significant shift in 2023.

Slapping a rainbow onto a beauty collection and marketing it towards the LGBTQIA+ community in June simply does not cut it any more, says Matthew Herman, the founder of fragrance brand Boy Smells.

Known as rainbow washing, it sees businesses clad themselves in the Pride colours to appear as allies, without doing further work for the community.

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