How beauty brands are celebrating Gay Pride in 2017

Ahead of London's Pride parade on 9 July, Cosmetics Business explores how beauty brands around the world are taking part in the festivities and supporting LGBT rights

Face Lace has launched a range of Pride-inspired designs

Pride is one of the biggest socially driven celebrations of the year. From Starbucks to Barclays, when summer approaches, brands have consistently adorned products and windows in rainbow coloured flags to show their support for the LGBT community – and the beauty industry is no exception.

This year cosmetics brands large and small are releasing Pride-themed products, or sponsoring parades across the world to raise awareness and join in the celebrations.

Kiehl’s has supported Pride and LGBT organisations since the 1980s, the brand’s USA President Chris Salgardo has kept up the charitable tradition by organising annual branded marches and sponsoring NYC Pride.

“It became quite clear to me how passionate the LGBTQ community was about Kiehl’s, our products, our store and our staff,” he said.

“I always want to support a community that’s always supported us, so, in 2002, Kiehl’s decided to join the March and 13 of my colleagues and me walked down Fifth Avenue with a Kiehl’s banner for the first time.

“The love that came back for Kiehl’s was not only overwhelming; it was incredibly inspiring. Just the fact . . .

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