Every June, cities around the world burst into rainbow colors as people gather to celebrate Pride Month — a time dedicated to honoring the LGBTQ+ community, its history, achievements, and continued fight for equality. What began as a movement rooted in protest and activism has evolved into a global celebration of identity, self-expression, inclusivity, and love.
Pride traces its origins back to the 1969 Stonewall Uprising in New York City, when members of the LGBTQ+ community fought back against police raids at the Stonewall Inn. Those demonstrations became a pivotal turning point in the modern LGBTQ+ rights movement and inspired annual Pride marches around the world. Today, Pride Month serves as both a celebration and a reminder that visibility, representation, and support still matter deeply.
One of the most impactful ways to show support is by shopping intentionally. Backing LGBTQ+ owned businesses amplifies queer voices, creates economic opportunity, and encourages greater diversity in industries that haven’t always been inclusive. In beauty especially, LGBTQ+ creators have long shaped trends, artistry, and innovation. From skincare and makeup to hair color and self-expression, these five LGBTQ+ owned beauty brands are redefining the industry while creating products that celebrate individuality and creativity.
01 — Skincare
Allies of Skin
Founded by Nicolas Travis
Founded by Nicolas Travis, who identifies as gay, Allies of Skin has become one of the most respected names in modern skincare. Travis created the brand after a life-altering fall at 19 that broke several parts of his face; a botched reconstructive surgery led to infections and scarring, leaving him searching for effective skincare that could simplify complicated routines while delivering powerful results.
Launched in Singapore in 2016, the brand quickly gained a cult following for science-driven formulas packed with antioxidants, peptides, vitamins, and clinically backed ingredients. Its sleek, gender-neutral branding and inclusive philosophy help it stand out in an industry increasingly focused on individuality and skin health.
Standout Products
Multi Peptides & GF Advanced Lifting Serum
A powerful anti-aging serum designed to improve firmness and elasticity.
Retinal 0.1% & Peptides Advanced Repair Night Cream
A cult-favorite overnight treatment that targets texture, fine lines, and dullness.
Copper Tripeptide & Ectoin Advanced Repair Serum
Ideal for strengthening the skin barrier and calming irritation.
02 — Skincare & Fragrance
MALIN+GOETZ
Founded by Matthew Malin & Andrew Goetz
Founded in 2004 by married couple Matthew Malin and Andrew Goetz — both of whom identify as gay — MALIN+GOETZ has become synonymous with clean, minimalist skincare and everyday essentials. They set out to simplify skincare for sensitive skin by combining natural ingredients with advanced technology.
The couple opened their first apothecary in New York’s Chelsea neighborhood, offering uncomplicated products designed for all genders and skin types — refreshingly modern at a time when skincare was heavily gendered. Today the brand is beloved for understated packaging, luxurious fragrances, and gentle yet effective formulas.
Standout Products
Grapefruit Face Cleanser
A gentle foaming cleanser that refreshes and balances the skin.
Vitamin E Face Moisturizer
Lightweight yet hydrating, this facial moisturizer is ideal for all skin types.
Dark Rum Eau de Parfum
A warm, spicy fragrance with notes of bergamot, plum, leather, rum, and vanilla that’s earned a massive cult following.
03 — Makeup
KimChi Chic Beauty
Founded by Kim Chi
Few brands embody the spirit of self-expression quite like KimChi Chic Beauty. Founded by drag superstar Kim Chi — the Korean American artist who rose to fame on RuPaul’s Drag Race — the colorful cosmetics line launched in 2019. Kim Chi identifies as queer and has long used drag to celebrate artistry, fantasy, and individuality.
After years of performing and experimenting with makeup professionally, Kim Chi set out to create an affordable, high-quality brand that encourages people to have fun with makeup regardless of skill level, gender identity, or background. Its playful aesthetic, vibrant colors, and inclusive messaging are especially popular with younger beauty lovers and the LGBTQ+ community.
Standout Products
Teddy Kim Eyeshadow Palette
A playful teddy-bear-shaped palette filled with vibrant matte and shimmer finishes.
The Most Concealer
A multitasking, full-coverage concealer with a brightening, smoothing effect in 32 inclusive shades.
Puff Puff Pass Set & Bake Powder
A silky setting powder in multiple shades that blurs and mattifies beautifully.
04 — Hair Color
Good Dye Young
Founded by Hayley Williams & Brian O’Connor
Founded by musician Hayley Williams and celebrity hairstylist Brian O’Connor, Good Dye Young has become one of the most recognizable names in creative hair color. Williams, who identifies as queer, launched the brand in 2016 after years of being known for her ever-changing vibrant hair as the lead singer of Paramore.
The brand encourages fearless self-expression through color while prioritizing hair health. Beyond products, the company actively supports mental health initiatives, LGBTQ+ advocacy, and creative communities — making it one of the most community-focused brands in beauty.
Standout Products
Hair Color Starter Kit
An all-in-one vegan, cruelty-free bundle with everything you need to bleach and dye sections like bangs, money pieces, or buzzcuts.
Dyeposit
A 4-in-1 color-depositing mask that cleanses, tones, hydrates, and reinforces bonds to refresh color between dye jobs.
Semi-Permanent Hair Color
An ultra-vibrant, salon-grade pigment in a vegan, ammonia-free formula that conditions like a mask as it colors.
05 — Makeup
Jason Wu Beauty
Founded by Jason Wu
Fashion designer Jason Wu expanded into cosmetics with Jason Wu Beauty, bringing his sophisticated, minimalist aesthetic into the beauty world. Wu, who identifies as gay, became internationally known for his fashion designs before launching his namesake makeup line in 2021.
Born in Taiwan and raised in Canada, Wu was inspired by the artistry backstage at fashion shows. He wanted to create high-quality products that felt elegant, effortless, and easy to use — pairing prestige-inspired formulas with affordable pricing to make elevated beauty accessible to a wider audience.
Standout Products
Hot Fluff Lipstick
A versatile product for lips, cheeks, and eyes in shades designed to flatter all skin tones.
Flora 9 Eyeshadow Palette
A neutral palette of soft, romantic tones in cohesive color stories with matte and shimmer finishes.
Honey Fluff Lip Cream
A weightless, highly pigmented whipped lip cream with a soft matte finish that doubles on cheeks.
For questions, concerns, or article ideas, feel free to reach out to our eCosmetics Beauty Editor directly at beauty@ecosmetics.com
