Beauty Tips

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

I'm Natalie. No matter where you are on your makeup journey or hustle, I'm so glad you're here! I truly believe that makeup, when applied well, it can transform us in so many ways. My page is a space for inspiration, education, and advice. Thanks for being here & I'd love to connect with you!

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


I decided to create this post to introduce you to some amazing LGBTQ-owned makeup and beauty brands. I want to make it as easy as possible for you to support them – and find some amazing products in the process.

Pride month is definitely more than just a reason for everyone to post a rainbow picture, 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. 

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!

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 are 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. Alder is 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

So, do you know any LGBTQ-owned or centered business that we need to know about? Leave a comment below! 

If inclusivity is 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.

If you prefer the reader’s digest version, check out my  Makeup for Beginners Guide for an easy 4-step application!



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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

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