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
Beauty consumers are demanding a higher standard of support for the community’s rights from brands
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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