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– Written by Ellen McConnell – June 8, 2023

TDC Dispatch: Brands that truly honour and embrace the LGBTQ+ community

2023 Pride: The vibrant rainbow flags and spirited parades of Pride month brings much-needed visibility and celebration to the LGBTQ+ community. However, the representation and support for this diverse community should not be limited to a single month on the calendar. The most impactful and successful Pride campaigns are those that extend their efforts beyond the confines of June.

True allyship requires sustained commitment and genuine inclusivity throughout the year. Companies that prioritise diversity and inclusivity in their brand campaigns not only foster a sense of belonging for the LGBTQ+ community but also build a loyal customer base that values authenticity.

Here are a selection of brands that have got real about Pride campaigns – that aren’t just a glossy facade.

Mac Cosmetics

MAC Cosmetics, a powerhouse in queer support, goes beyond the token Pride month gestures. Their iconic Viva Glam line, born in 1994, focused on raising funds for HIV/AIDS programs at a time when the disease was still rife with stigma and misinformation – raising a whopping $500 million globally! Currently, as part of the charitable program, MAC has approximately six lipsticks available for sale for $19-$22 each, with 100% of the sales going toward Viva Glam. During pride month 2023, MAC Cosmetics is unleashing a fierce philanthropic force. On June 9, they’re dropping their first-ever Day of Giving. That means over 200 lipsticks, from $19 to $22 a pop, will channel 100% of their sales to the Viva Glam charity. With a lofty goal of raking in up to $500,000, MAC is proving that beauty isn’t just skin deep—it’s making an impact! 


Tinder is not just about capitalising on Pride for a month—they walk the talk. They work hard to value members safety and forge an authentic, equitable, and respectful community. In 2019, they pioneered an orientation feature, allowing users to express their identity. Last year, they joined forces with Australia’s Human Rights Campaign, taking on a 40-year-old ban on blood donations from LGBTQ+ men—originally fueled by the AIDS crisis. A pop-up study invited people to swipe right and fight against discrimination.

Tinder’s got your back this Pride month in 2023, unleashing a colourful arsenal of profile stickers to give LGBTQ+ members and allies a way to celebrate and connect with each other. From “My First Pride” for the fresh-faced newcomers to “Proud Ally” for the fierce supporters. This initiative was sparked by a Tinder study revealing that 54% of LGBTQ+ 18-25-year-olds came out on the app before opening up to their inner circle. And guess what? The queer community is flourishing on Tinder, making it the fastest-growing demographic on the platform.


Levi’s, a longstanding supporter of the LGBTQ+ community, has been rocking the rainbow for ages. They broke barriers back in 1992 as the first Fortune 500 company to offer perks to same-sex partners. Jen Sey, the SVP & CMO at Levi Strauss & Co, still advocates their ongoing commitment to the LGBTQ+ community. Every year, they come through with their Pride collection. In 2021, Levi’s took it a step further by honoring people’s pronouns with their All Pronouns All Love collection. But it doesn’t stop there—Levi’s isn’t afraid to put their money where their heart is. They make an annual donation of $100,000 to OutRight Action International, a non-profit working to protect the human rights of LGBTQ+ community across the globe.