'No more empty rainbow gestures': Why beauty's LGBT+ support needs to go further than Pride

By Austyn King | Published: 5-Jul-2019

As brands bust out their most extravagant efforts for London Pride, LGBT+ activist and Emerald Life founder Steve Wardlaw reveals how beauty can up its diversity game all year round

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All throughout June, the beauty industry has been awash with limited edition rainbow packaging and glittering product launches as brands and consumers celebrate Pride Month.

But while many brands may pay colourful lip service to the LGBT+ community during this time, is the sector really doing all it can to promote diversity and show support for the full spectrum of consumers all year round?

Steve Wardlaw is an LGBT+ activist and the founder of insurance company Emerald Life, which is said to be the world's first insurance offering truly inclusive policies for the LGBT+ community.

Ahead of London Pride this weekend, he talks to Cosmetics Business about why representation means more than than glamorous Drag Race stars, which beauty brands are going the extra diversity mile, and how the industry can keep supporting and empowering LGBT+ consumers after the Pride party is over...

Steve Wardlaw

Steve Wardlaw

What do you see as the main issues surrounding London Pride and how brands are marketing to LGBT+ consumers?

Any corporate involvement which drives equality and inclusivity is always to be welcomed and celebrated. However, it is much easier for brands to celebrate their employees rather than their consumers at Pride.

It’s great when brands give their employees a fantastic day at Pride and visibility is to be celebrated and encouraged, but this doesn’t directly involve and celebrate consumers.

What’s important is

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