How beauty brands celebrate pride

Beauty brands are looking for new partners – and launching new products – to benefit Pride Month.

Coty Inc. brands Sally Hansen and Cover Girl have launched new products and partnered with GLAAD to launch Pride. Sally Hansen, under its Insta-Dri franchise, has launched four gift sets in a variety of colorways, including Rainbow Pride and Transgender Pride color combinations. Covergirl products will be sold alongside the Sally Hansen gift sets. While the collaboration is product-centric, this marks the first time Covergirl has partnered with GLAAD. To date, Sally Hansen has donated more than $400,000 to the organization.

Youth to the People will donate $100,000 to two different nonprofits through its To The Future Fund: GLSEN, which aims to end discrimination and harassment in schools; and NCTE, the National Center for Transgender Equality.

Lashify is partnering with the Black Rights Center, an organization that provides benefits to black LGBTQ people internationally. The brand is donating 100 percent of gross profits from its Rainbow Lash Prismatic Gossamer lashes, up to $50,000, to the organization.

Lottie London has launched a new line called Proud to Be, which includes eye makeup and stickers. The line, walmart.com, will benefit the Kaleidoscope Trust, a U.K.-based LGBTQ rights organization, with 10 percent of June sales.

NYX Professional Makeup will continue its partnership with the Los Angeles LGBT Center, to which the brand has donated more than $100,000. Consumers shopping on the brand’s website will have the option to round up their orders to benefit the center.

Retailer Macy’s Inc. will also launch a comprehensive program to benefit the Trevor Project online and in-store.

E.l.f. Makeup is launching a limited-edition Big Mood Pride mascara in rainbow packaging; 100 percent of the proceeds will benefit It Gets Better, an organization that supports LGBTQ youth.

Flamingo and Harry’s have also created a joint kit. The product, called Face and Body Pride Shave Set, donates 100 percent of sales to the Trevor Project, which claims to be the world’s largest organization providing suicide prevention and mental health resources for LGBTQ youth. The set includes a razor handle and blades for the face and body and is intended to be an “all-inclusive hair removal system,” according to the brand.

Net proceeds from Morphe’s Made With Pride line – including two palettes, facial and body gems and brushes – will be donated to The Trevor Project.

Peace Out and Isle of Paradise are collaborating on a set that will include acne dots for the former and self-tanning butter for the latter; 20 percent of the proceeds will go to The Trevor Project.

Tood Beauty will offer eight limited-edition makeup polishes named after historic LGBTQ activists. Beginning June 23, 10 percent of proceeds from the collection will benefit the Human Rights Campaign.

The Body Shop is also introducing a new in-stock unit. Called the Out For Love highlighter, each $1 purchase will benefit youth advocates who champion the Equality Act.