Pride Month is no longer a seasonal marketing checkbox; from limited edition products to cultural narrative and philanthropy, 2025 campaigns and collections were more than celebrations; they reflected an inclusive industry future. Recent data from LGBT Capital estimates that global LGBTQ+ purchasing power is approximately $4.7 trillion. Here are the highlights of the efforts done by beauty and fashion brands during the Pride Month 2025.
The Stonewall riots in 1969 is a landmark event in history, which helped to fight homophobia and campaign for equal rights. The Stonewall Inn was the site of protests in June 1969. On 28 June 1969, police raided the Stonewall Inn in New York, US. It was the second time that week the police had raided it and threw two hundred gay people out onto the streets. The gay community were angry about the way they were being treated by the police, so they chose to fight back.
This event triggered a week of protests and rioting by people from the gay community, who were fed up with being harassed by the authorities. News of the riots spread worldwide, and this inspired others to join protests and rights groups to fight for equality. A month after the riots, the first gay march took place in New York, demanding equality.
Per BBC: ‘After the Stonewall protests happened, the first Pride festival took place in the UK in 1972. Around 2,000 people turned out for the event back then… more than a million celebrate the event every year in London. The charity Stonewall was founded in the UK in 1989, named after the bar which sparked the famous riots. It works to fight inequality and homophobia.’ This is the reason Pride month is celebrated monthlong in June every year.
The History Of Pride Month
Pride Month originated in 1999, when President Bill Clinton declared through federal proclamation that every June in America will be recognised as ‘Gay and Lesbian Pride Month.’ ‘I encourage all Americans to observe this month with appropriate programs, ceremonies, and activities that celebrate our diversity, and to remember throughout the year the gay and lesbian Americans whose many and varied contributions have enriched our national life,’ said Clinton.
Pride Month was later expanded by President Barack Obama and President Joe Biden with the additions of other queer identities. Increasingly, Pride Month is more than a celebration — it’s an opportunity for fashion and beauty brands to lead with purpose, lend support and amplify messaging in products and campaigns as a way to empower the community’s advancements toward equality, protection and inclusion.
Further, several fashion and beauty brands have also increased their representation of segments within the queer umbrella, including people of colour, gender identities and more. Here, we highlight brands that supported the LGBTQIA+ community this year, including donations and pride-themed apparel, beauty products, fashion accessories and totes with empowering messages. For example, Singer, songwriter and Oscar-nominated actor Lady Gaga’s beauty brand Haus Labs collaborated with Sephora this World Pride Month to raise money and create awareness about the LGBTQIA+ community through a global initiative named ‘We Belong to Something Beautiful.’
Brands that supported the pink economy this year
Levi’s ‘Meet You In the Park’ Pride Collection
Levi’s ‘Meet You In the Park’ Pride Collection
Levi’s renews its effort to honour and uphold decades of solidarity with the LGBTQIA+ community through its annual Levi’s Pride collection, parade sponsorships and annual $100,000 donation to global human rights organization Outright International. The 2025 Levi’s Pride campaign, ‘Meet You In The Park’, highlights the importance of safe spaces for the LGBTQIA+ community, with the collection inspired by classic LGBTQ+ liberation iconography.
Per the official website — ‘The power of connection and community is at the heart of our Pride collection. Finding your people is a vital step toward feeling safe and free.’ Available online and at select Levi’s stores, Levi’s Pride Collection — in consultation with members of the community as well as the GLBT Historical Society — includes a mesh top and graphic tee featuring the inverted pink triangle, a denim jacket with the phrase ‘I know you know’ on the back, and a rainbow-themed patchwork bandana.
Additionally, a limited-edition series of embroidered patches and stamps, created in partnership with San Francisco-based tattoo artist José Luis Sanabria, highlights safe expression and is available at Levi’s Tailor Shops since June 1.
Converse ‘Proud to Be’ Collection
Converse ‘Proud to Be’ Collection
Converse supports the LGBTQIA+ community year-round through social impact partnerships. Since 2015, the brand has donated an estimated $3.4 million to charity partners including It Gets Better, The Ali Forney Center, Bagly, The Theatre Offensive, COC Netherlands, Homotopia and Iglyo.
Converse’s Pride Collection 2025, launched as part of the ‘Proud to Be’ campaign, marks the eleventh year of the brand’s celebration of the LGBTQIA+ community. This year, iconic sneakers such as the Chuck Taylor All Star Lift Double Stack, Chuck Taylor All Star XXHi and Chuck 70 were reimagined with custom details including animal prints and flame motifs.
Puma’s 2025 Pride Collection
Puma‘s 2025 Pride Collection under the ‘Equal Love Confederation’ celebrates LGBTQ+ pride with gender-neutral designs inspired by football, Y2K nostalgia and inclusivity. Aimed at promoting visibility to the LGBTQ+ community in sports, classic football silhouettes have been reimagined with bold colours, rainbow motifs and terrace-inspired graphics. Puma’s charitable efforts also include its partnership with The Trevor Project, supporting LGBTQIA+ mental health and youth sports inclusivity through initiatives like #REFORMTheLockerRoom, underscoring Puma’s commitment to fostering global acceptance.
Hollister Pride Collection 2025
Hollister Pride Collection 2025
Hollister‘s Pride Collection features thirteen gender-neutral pieces celebrating inclusivity through vibrant designs and fashion accessories. Since 2017, Hollister has been a GLSEN partner on collaborations and educational programming and has raised over $5.6 million. The brand continues its partnership with a $400,000 donation to GLSEN, reinforcing its commitment to creating safe and affirming spaces for LGBTQ youth and promoting cultural awareness through charitable initiatives.
Diesel Pride 2025 Collection
Diesel collaborated with the Tom of Finland Foundation to unveil a collection coinciding with the organisation’s fortieth anniversary. This year, new artists from the foundation have taken selections from the erotic and queer art of Finnish homoerotic artist Touko Valio Laaksonen. The T-shirts, denim and jockstraps have illustrations depicting cruising scenes of cops, construction workers and leather daddies. Some items also feature images from Tom of Finland Foundation parties and fundraising events between 1990 and 2005. Proceeds from the Diesel Pride campaign will go to the Tom of Finland Foundation, which works to protect, preserve, document and educate the public about his work and other erotic artists.
The Coach Foundation
The Coach Foundation has supported LGBTQIA+ communities and allies for over a decade through organisations like the Point Foundation, the Hetrick-Martin Institute and CenterLink: The Community of LGBTQIA+ Centers. Its mission is to create opportunities and remove barriers for the next generation of young people under-resourced communities who have the courage to Dream It Real, through grants, mentorship, product, and volunteer time. Their signature initiative focused on providing 10,000 scholarships to young people around the world by 2030; donating products to students to help inspire confidence as they prepare for their future; and their Our global volunteer program aimed at making a positive impact.
Betsey Johnson Pride Collection
The Betsey Johnson Pride Collection 2025 continues its partnership with the Elton John AIDS Foundation with a bold, colourful collection featuring glittering platform heels, handbags and statement jewellery. The collection is available on betseyjohnson.com. The brand will donate $1 per item sold to the Elton John AIDS Foundation via the Betsey Johnson x ShoppingGives platform, supporting global efforts to combat LGBTQ+ stigma.
Skullcandy ‘All Love’ Pride Collection
Skullcandy ‘All Love’ Pride Collection
The Skullcandy Pride Collection 2025 turned up the volume with the release of the ‘All Love’ collection, featuring rainbow designs for their Dime Evo earbuds and Icon ANC headphones. Per the website: ‘Yeehaw, honey. Our Love Collection is here and they’re riding in LOUD. Whether you’re stompin’ through the desert, strutting the main stage, these baddies are made to be seen and heard.’ A portion of the proceeds from this collection supports non-profit organisation ‘To Write Love on Her Arms’, funding mental health programs for LGBTQIA+ individuals struggling with depression, addiction, self-injury and suicide.
M·A·C: VIVA Glam
M·A·C: VIVA Glam
For Pride festivities, Mac Cosmetics launched its Viva Glam campaign, featuring a lipgloss co-created with Grammy-winning pop star Kim Petras. The first transgender artist to win a Grammy, Petras was the face of Mac’s Pride campaign last year. Her limited-edition ‘Viva Glam KIMmitment Lipglass Air’ comes in a shimmering red new colourway. The botanical oils like coconut and jojoba gives a non-sticky lightweight sheen. Mac is committing to one of their largest Pride donations ever, donating 100 percent of the proceeds from the limited-edition lip gloss and also pledging $1 million to LGBTQ+ charity partners, including The Trevor Project, Hetrick-Martin Institute, and It Gets Better.
Kiehl’s Love Letter Campaign
Through Kiehl’s Open Doors, Kiehl’s engages its greater community and partners with the Ali Forney Center to support homeless LGBTQIA+ youth with safe and supportive housing, empowering them with resources to thrive in society. This year, Kiehl’s launched its Love Letters campaign, with LGBTQ+ creators such as Alyssa Edwards and local non-profit partners sharing letters of appreciation to those who gave them a safe space to be their authentic selves. Kiehl’s has also committed to donating $150,000 to the Ali Forney Center to help provide safe, temporary housing and also life-saving and developmental services to over 2,200 LGBTQ+ homeless youth.
Garnier Pride Bottle Of SkinActive Micellar Cleansing Water
Garnier has a history of collaborating with LGBTQIA+ organisations and creating limited-edition products to raise awareness and funds. This year, Garnier collaborated with LGBTQIA+ graphic designer and art director Antoine Giessner, who created the first limited-edition Pride bottle of SkinActive Micellar Cleansing Water. Boldly emblazoned across the front of this special edition micellar water is a mantra: ‘Remove your makeup, not your Pride.’ PS the Pride bottle’s symbolism finds its roots in the early struggles of the contemporary gay rights movement.
NYX Cosmetics ’Pridemix’ 2025 campaign
NYX Cosmetics’ mission is to build a global network of allies to ensure everyone can show up exactly as they are, knowing pride is a year-round celebration of the LGBTQIA+ community and believing in equality and artistry for all. This year, NYX Professional Makeup has unveiled its 2025 Pride campaign, Pridemix, described as a bold celebration of queer self-expression, combining the worlds of music and make-up by spotlighting the voices of emerging LGBTQIA+ musicians through a series of digital video stories.
Launched on 19 May, Pridemix features three rising stars: R&B singer Destin Conrad, alternative pop artist Zolita and Grammy-nominated singer Tiana Major. Each artist shares intimate reflections on identity, artistry and authenticity, with their stories brought to life across NYX Professional Makeup’s social and digital platforms throughout Pride Month. The campaign also underscores NYX’s Proud Allies for All initiative with the Los Angeles LGBT Center, which includes community events, global allyship training, and over US$500,000 donated to LGBTQIA+ charities worldwide.
Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.
Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country’s advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.
