In its 52nd year, Pride Month is here. It's a time for activism, education, and joy. While the LGBTQ+ community should be supported and celebrated year-round, June is an especially important month to recognize the community. And because it's Pride, there are many brands and businesses that are looking to show their support for the LGBTQ+ community. It's become a tradition for brands to have special initiatives and collections to celebrate the month.
It's important to note that brands have been criticized for capitalizing on the month and just pushing out Pride-themed merchandise, but not showing their support year-round. So, if you do want to use your wallet to show your support this June, make sure you're buying from a company that's actually making a commitment this month and beyond.
Below are some wellness brands that are making big moves in honor of Pride. If you're so inclined, consider putting your dollars toward them.
Adidas has continued partnerships with Athlete Ally and Stonewall, in an effort to push for inclusion in sports around the world. This year, the brand collaborated with queer Australian artist, Kris Andrew Small, to create a collection that "brings visibility to the many voices of the LGBTQIA+ community." The collection is inspired by the pop art and graphic design of the '70s and '80s.
Alo's 2022 Pride Collection is called "Move With Pride," and is all about mindful movement and authenticity. One hundred percent of the net proceeds from the line will benefit the Human Rights Campaign.
3. Beekman 1802
Beekman 1802 has a limited edition Bloom Cream for Pride Month, with 100% of the proceeds going towards the Ali Forney Center, which helps LGBTQ homeless youth in the United States. The founders Dr. Brent Ridge and Josh Kilmer-Purcell said, "As a brand founded by an out gay couple, Pride isn’t a marketing campaign for us. Pride is our autobiography. It serves as an opportunity to remind us of the unique challenges and obstacles we faced when we launched 14 years ago and others continue to face in business and their personal lives. We may all be different but we have an obligation to lead the way for other LGBTQ+ and minority lead businesses to thrive, through Kindness to both self and others."
4. Cure Hydration
In support of the month, Cure announced that it will donate 20% of proceeds from sales of its Hydrating Electrolyte Starter Kits to the It Gets Better Project. The female-founded brand also donates 1% of proceeds annually to Shels, a nonprofit that supports gender equality in sports.
Fabletics has launched its Pride Collection, "United in Pride," in partnership with GLAAD. The campaign features members of the LGBTQ+ community. The brand is making a $25K donation to GLAAD this month as well.
Once again, Kiehl's is offering a limited-edition PRIDE Ultra Facial Cream that features art by Sam Kirk. The company has committed to donating a guaranteed minimum of $150,000 to The Trevor Project in 2022.
7. Kiva Confections
Cannabis brand Kiva Confections is celebrating Pride Month by releasing the Camino "Proud" gummy for the fifth year in a row. It's also making a $100,000 donation that will be allocated across four organizations: FOLX HRT Care Fund in partnership with the National Black Trans Advocacy Coalition, The LA LGBT Center's Transgender Economic Empowerment Project, and GLAAD.
9. Planet Fitness
Planet Fitness has launched a PF PRIDE collection which is available through June 30th. The brand is contributing 100% of the collection’s profits to benefit the It Gets Better Project.
Superga and Baja East have teamed up to create a new capsule collection, with a portion of the proceeds going to The Ali Forney Center.