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Many companies claim that community is at the center of what they do, and for these LGBTQ-owned beauty brands, it’s true. From championing gender expression beyond the binary to partnering with organizations that support marginalized groups within the wider queer community, these brands are fostering a safe, inclusive space for all, but especially those who need it.

This Pride month, don’t fall for the rainbow-covered corporate pinkwashing, and instead try to support independent brands led by the LGBTQ+ community. Ahead, discover 16 LGBTQ-owned beauty brands and hear from a few founders across skin care, makeup, fragrance and hair care, to support this Pride and beyond.

Snif

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A gender-neutral fragrance brand that makes perfumes and candles at an accessible price point, Snif is innovating fine fragrance with its trial kits that allow you to test the products before committing to a scent. “At Snif, we’re removing gendered words from the fragrance conversation, making scents that are loved by everyone,” says Phil Riportella, Snif co-founder and co-CEO. “Our LGBTQIA+ community has always been an incredible inspiration for us to keep creating products and a brand that is authentic and inclusive to everyone.”

Malin + Goetz

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Founded by life and business partners Matthew Malin and Andrew Goetz, Malin + Goetz is focused on the essentials. The brand has offered gender-neutral skin care since 2004, adding in coveted fragrance, body care and hair care products along the way. Its uncomplicated approach with a touch of luxury has made the brand a lasting favorite for New York City folks and beyond.

Madison Reed

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Now carried in Target and Ulta, what started as brick-and-mortar Color Bars in San Francsico and New York City has grown into a hair color company that anyone can access at home. With online tools and virtual consultations to help you find your perfect shade, Madison Reed is all about confidence-boosting hair transformations.

“Madison Reed’s commitment to diversity, equity, inclusion and belonging is rooted in our belief of representing diverse and unique perspectives, identities and lived experiences across all team members, including the LGBTQIA+ community,” says founder and CEO Amy Erret. This year, Madison Reed is partnering with GLAAD, an organization that promotes positive representation of the LGBTQ+ community in entertainment and media.

Boy Smells

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Through its fine fragrance perfumes and candles, Boy Smells opens up a portal to self-discovery. “As a brand, Boy Smells is on a journey to liberate gender and identity through a new world of personal products we define as ‘genderful,’” founder Matthew Herman shares. “Genderful reflects the evolving thinking around gender, where neither binary gender codes nor terms like genderless or unisex feel relevant. It is permission to try all the things that you have been told are off-limits. By being called Boy Smells but coming packaged in pink, we say identity is not an either/or, it’s a yes/and.”

JVN

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From “Queer Eye” star Jonathan Van Ness, JVN is all about empowering through amazing hair. With products like the bestselling Air Dry Cream and Instant Recovery Serum, the line enhances your natural locks with clean hemisqualane to strengthen and smooth.

For Pride Month, the brand teamed up with GLSEN for a special set featuring the Leave-In Conditioning Mist and Nourishing Shine Drops, with 10% of the gross profits benefitting the nonprofit. GLSEN’s mission is to create an inclusive K-12 education for all students.

As a bonus, those who spend $50 or more on JVN’s website can use code PRIDE to get a seven-piece Pride mystery gift.