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10 LGBTQ-Owned Beauty Brands to Support During Pride Month – and Always

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10 LGBTQ-Owned Beauty Brands to Support During Pride Month – and Always


Since June is Pride Month, I am excited to share some amazing LGBTQ-owned beauty brands on my blog! But of course, you don’t need to only support these brands during the month of June. These are AMAZING indie brands that deserve a year-round spot in your makeup bag.

Pride Month is about so much more than just posting a rainbow gif or sticker on your social media page. It’s about supporting a (very important) human rights cause. Now, I’m not saying you shouldn’t post your favorite rainbow, but you should do so much more than that. You should use your voice, your privilege, and your gifts to bring more attention to the LGBTQ community. 

I’m never a proponent of going out and buying a bunch of makeup (in fact, I did an entire podcast episode and blog post about capsule makeup bags), but if you are running low on anything, this is a great chance for you to try something out from a smaller brand. You’ll probably be surprised at the quality. Just because big brands have lots of advertising dollars does not mean the products are any better.

BTW, none of the links you find in this article are affiliate links. Let’s face it, that would be pretty gross and if you know me at all, you know I’m not about that. So, feel free to shop guilt-free!

Top Ten LGBTQ-Owned Beauty Brands

1. Roots and Crowns

This self-care brand has everything you need, from essential oil perfumes and tinctures to bath soaks. Roots and Crowns is owned by Max Turk, a talented queer Jewish human who found inspiration in the healing power of plants that discovered all over the world. Before founding Roots and Crowns, Max became a certified herbalist and started a line of amulet necklaces. It was through Roots and Crowns, Max was inspired to keep creating products that help people. Max hopes Roots and Crowns empowers people, educates them, and provides “plant power to the people.” A true modern day superhero. 

Image: Roots & Crowns

 2. NOTO Botanics

NOTO is a minimalist brand founded by Gloria Noto, who is the editor and founder of queer art-focused THE WORK MAGAZINE. At NOTO, her goal is to provide gender-fluid products that everyone can use. This result is achieved by producing gender neutral fragrances, which is a delicate balancing act challenging social constructs and smell biases. One of the things I like the most about NOTO (apart from their products and message) is that they give 100% of the profits one of their products — the Agender Oil — to organizations that focus on LGBTQIA+, environmental, and civil causes. That’s call putting your money where your mouth is.


LGBTQ-owned beauty brands

Image: Noto Botanics 

3. W3ll People

W3ll People is a hugely popular brand (you know when you’ve hit Target shelves, you’ve made it big time!). This line was founded by lesbian makeup artist Shirley Pinkson. Shirley has held prestigious positions at Barney’s New York, M.A.C., and Nars, so she knows her stuff. Her hybrid products deliver cosmetic results and skincare benefits all-in-one, which is always a plus. W3ll People is entirely plant-based with no chemicals or preservatives. 

LGBTQ-owned beauty brands w3ll people

Image: W3ll People

4. Fluide

The brand was created by queer co-founder Isabella Giancarlo and CEO Laura Kraber. Several products were even named after famous queer parties and venues from all over the world. How cool is that?

Also, if you want want to try some bold makeup looks, Fluide might be the perfect choice for you because hello, have you seen their glitters? I mean, c’mon! Their line is colorful and exciting. Rest easy knowing Fluide is a cruelty-free cosmetic brand and formulated for all genders and all skin tones. From lipsticks to glitters to nail polishes, you can’t go wrong. Bonus, they usually fun special campaigns during pride month, too!


Fluide beauty brand

Image: Fluide

5. Dragun Beauty

Dragun Beauty was created by the YouTuber Nikita Dragun, and let me tell you, this is truly a historical brand. Why? Well, Dragun Beauty is the first trans-owned beauty brand. (Remember this for trivia night!) Dragun focuses on embracing “beauty lovers of all shapes, skin tones and sexualities” as they “journey along the road to self-discovery; unleashing the fantasy within.” Gotta love that!

Dragun beauty

Image: Dragun Beauty

6. Jecca Blac

While Jecca Blac is not technically LGBTQ-owned, Jessica created this brand specifically to offer a safe space for trans women to experiment with makeup. The line offers gender-neutral makeup products and packaging and donates a portion of their profits to a charity called Mermaids which works to raise awareness about gender identity in children and young adults. They also employ a team of transitioning trans women to provide financial and emotional stability during probably, one of the most trying times in their lives. 

Jecca blac LGBTQ-owned beauty brands

Image: Jecca Blac

 7. Alder New York

Alder New York is less about makeup and more about skincare and hair-care. They are a queer and female-owned independent skincare brand. Like so many other brands on this list, Alder focuses on creating products designed to work for all skin types, ages, genders, and ethnicities. The packaging is just beautiful and you can rest easy knowing all of Alder’s products are vegan, too!

Alder New York

Image: Alder New York

8. Non Gender Specific

Non Gender Specific

If you don’t get it from the brand name, this company is all about removing the gender gap in skincare. In 2018, Andrew Glass, an expert beauty industry professional, realized there’s a gap between men and women beauty products and he created Non Gender Specific to close that gap and provide good products to people who wanted them. Andrew’s brand suits “all humans” who want a simpler and more effective skincare routine.

Image: Non Gender Specific

9. Volition Beauty

This is not just an LGBTQ-owned beauty brand, it’s also the first fully crowdsourced beauty brand out there. How does Volition Beauty work? People can submit their beauty ideas on the website and then their fans vote on which products they want to see come to life. Then, visitors to the site are able to shop the products once they’re produced. Pretty cool, right? Click here to see the current active campaigns! 

LGBTQ-owned beauty brands Volition

Image: Volition


10. Hi Wildflower

Hi Wildflower was founded by the novelist Tanaïs, a queer Bangladeshi woman who often talks about the complexities of gender identity.

The brand focuses on socially-conscious, colorful and stylish consumers who are looking for luxury and fine-crafted goods.

Hi Wildflower

Image: Hi Wildflower

BONUS: Tecco Skin

Tecco Skin is a queer and Latinx-owned skincare brand for sensitive skin and deep hydration.  They make beautiful serums, oils, and cleansers designed for people who are obsessed with skincare, just like they are.

The co-founders of Tecco Skin are driven by their passion for actually clean skincare that embraces biotechnology without the big price tag.

Tecco Skincare Oil Product ImageImage: Tecco Skin



I hope you enjoyed this list of LGBTQ-owned beauty brands and I hope you found a few new favorites! I really do believe that makeup is for everyone (I say it all the time) and that inclusivity matters in the beauty world.

If inclusivity is also something that’s important to you, I encourage you to check out my book, Be Your Own Makeup Artist. This beautiful 114 page, magazine-style, full-color book is written in gender-neutral, multigenerational, and inclusive easy-to-read language!

Be Your Own Makeup Artist by Natalie Setareh


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Beauty is about perception, not about make-up. I think the beginning of all beauty is knowing and liking oneself. You can't put on make-up, or dress yourself, or do you hair with any sort of fun or joy if you're doing it from a position of correction.

kevyn aucoin