Beauty brands celebrating Pride in 2020: M.A.C. Cosmetics, Tarte, Bliss, and more

Beauty brands celebrating Pride in 2020: M.A.C. Cosmetics, Tarte, Bliss, and more

Love is love

Text: Emily Heng

Image: Instagram | @morphebrushes

Coronavirus concerns may have led to the cancellation of in-person Pride Month festivities, but that's not to say that companies aren't still looking to express their support for the LGBTQI+ community. Here are the ones who are looking to make a difference with collections and campaigns focused on aiding LGBTQI+ nonprofits. We'll be updating regularly with more brands throughout the month, so be sure to watch this space.

Tarte Let It Rain-Bow Eye Set

This might have be released way back in 2019, but you can show your support by scooping it up again. Done in collaboration with notable LGBTQI+ blogger, Jessie Paege, it comprises a brand new eight-pan eyeshadow palette in rainbow hues (naturally) that is sold in a set with the iconic Lights Camera Lashes Mascara in a glimmering purple hue. The collaboration also corresponded with a US$25k donation to the Trevor Project — the leading national organisation providing crisis intervention and suicide prevention services to LGBTQI+ folk.


M.A.C. Cosmetics

While this isn't a collection that directly contributes to LGBTQI+ charities, it does sell itself as an tribute to individuality, freedom, and self-fulfillment. And what is Pride, if not that? Each spray comes packed with vitamins and minerals that hydrate, soothe, and refresh as well as an unique fragrance. Fix+ Passion, for instance, scents the air with strawberry and peach, while Fix+ Vitality smells of apricot and tangerine. Nothing says you're expressing your support for pride quite like a full rainbow motif, right? Furthermore, one that smells divine. Genius, we say.

Bliss Makeup Melt Wipes

The cult-favourite now comes in a limited edition rainbow packaging. 100% of net proceeds will be donated to the Trevor Project to ensure at-risk LGBTQI+ individuals are able to seek the assistance they need.



Morphe has partnered up with GLSEN, a United States-based education organisation working to ensure that LGBTQI+ students are able to learn and grow in a school environment free from bullying and harassment. The full line-up includes a 10-pan Artistry Eyeshadow Palette, a six-piece brush set, a holographic sparkle gloss, as well as a setting mist. 100% of net proceeds — and a minimum of USD$50k — will be donated to GLSEN from the sales of the collection. GLSEN student ambassadors were also featured in all campaign images.


Marc Jacobs Beauty

The brand's long-wear tinted Enamored Hydrating Lip Gloss Sticks are given the Pride treatment. There are five new hues available named Pink-Kiki; Wet Your Lips; Coming Out; Hips Don't Lilac; as well as Dancing Sheen. USD$10,000 each will be donated to two LGBTQI+ charities: Sage — an organisation dedicated to improving the lives of lesbian, gay, bisexual and transgender older adults — as well as Le Refuge, a French association that provides temporary shelter to support young adults that are victims of homophobia and transphobia within their own familial cell.


NYX Professional Makeup

A donation of USD$50,000 to global LGBTQI+ organisations aside, NYX has also announced a 'Proud Allies for All' initiative, which looks to educate audiences about what it means to be an ally to the LGBTQI+ community. This translates to a first-of-its-kind virtual Pride march and a digital educational resource platform (done in partnership with the Los Angeles LGBT Center). Makeup-wise, they have revamped their OG Ultimate Shadow Palette into a rainbow dream, created a Pride Vivid Brights Eyeliner, and developed bold new hues of their satin lipstick formulation.