The best LGBTQ+-founded beauty brands I shop from during Pride month and beyond

Courtesy of Boy Smells

Members of the community & allies alike: it’s time to pick up some goodies from these beauty legends!

Rebecca Fearn

14 June 2023

For myself and my fellow Queer community members, Pride is a time to celebrate and to highlight how far we still need to go to wipe out hate, injustice and bigotry so we can truly celebrate love and identity in all forms. For this reason, sourcing brands that support LGBTQ+ charities and causes during June can be a bit of minefield, as it can be difficult to know which ones to highlight for genuinely supporting the community, and not just for optics or marketing purposes.

That said, there are some great brands this year doing great things, from 17 at Boots to Barry M and Sally Hansen. But this year, I thought I’d shine a spotlight on those brands that are LGBTQ+-founded, and therefore I love to shop from and support year-round.

From makeup to home fragrances, these are the ones I rate that have been founded by a member of the community. Queer community and its allies unite, and pick up something from one of these next time you’re on a beauty spree!

Boy Smells

My favourite candle brand of all time, I recommend proudly LGBTQ+-founded Boy Smells to people at least once a month. The scents are irresistible, the packaging feels fresh and cool, and the story behind the brand is rooted in progressing our perceptions of gender and identity.

Founded by partners Matthew Herman and David Kien, Boy Smells’ mission is to create home and personal scents that “go beyond the gender binary”. The brand began in home fragrance, and quickly branched out to perfumes as well as underwear, although this last section is not yet available in the UK.

You can shop Boy Smells at Cult Beauty and Space NK, and my favourite line is ‘Kush’, which now comes in a number of magical iterations, from the woody ‘Cowboy Kush’, to delicate ‘Cashmere Kush’.

JVN

Founded by Queer Eye legend Jonathon Van Ness, JVN offers hair solutions for styling as well as the wash cycle. Recently launched into the UK market, the line centres around silicone-free formulas and the ingredient hemisqualane, which is lauded for its hydrating, smoothing benefits.

I adore the air dry cream, which is perfect for heatwave days when the thought of using a hairdryer is just too much. The scalp treatment is also a fave in the Eliza office.

You can buy JVN at Space NK, Cult Beauty or direct from the brand’s UK site.

PSA

PSA (Purposeful Skincare by Allies) is the little sister brand of Allies of Skin, created by founder Nicolas Travis. It offers supercharged formulas at slightly less penny-pinching prices than the latter.

Nicholas started his skincare empire after struggling to find anything to help his own skin look its best, so at heart has an entrepreneurial spirit.

Hero products in the range include its vitamin c radiance peel, hydrating serum, and skin booster. And with their bright colours and handy pump packaging, these are just screaming to be taken home to liven up your bathroom.

Jecca Blac

Jecca Blac is the brand born of makeup artist Jessica Blackler, who started her career on film and TV sets, where she would often speak with trans clients about makeup. After creating this safe space for all to learn about makeup, no matter their gender or identity, Jessica went on to launch her own line. It’s designed for everybody, celebrating diversity and the ability for all to turn to makeup when they need or want to.

It’s perhaps best known for its brow products, which offer precision and mega hold.

Jecca Blac also supports Mermaids UK through its profits, which offers family support for gender-diverse and transgender children and youth.

Shop the brand via Sephora, Superdrug and its own website.

Andrew Fitzsimons

Another brilliant haircare brand created by hairstylist to the stars Andrew Fitzsimons, the namesake brand is defined by its forward-thinking formulas and splash-of-colour packaging.

As the go-to stylist for the Kardashians (you’ll likely have seen him on their TV show plenty of times!), Andrew branched out with his own line in the last few years, and his products have flown.

I really like the styling options, namely the texture and shine sprays, which give you Kim-worthy locks.

Shop the line at Boots.

Malin + Goetz

Didn’t know Malin + Goetz was LGBTQ+-founded? Well, now you do!

Created by couple Matthew Malin and Andrew Goetz in 2004, it’s a longstanding favourite in the beauty industry, and for good reason. Known for its irresistible scents, fuss-free skincare and slick jar candles, you can’t go wrong with a bit of M+G.

You can shop the brand across a number of retailers, including Sephora and Cult Beauty.