Pride Month 2026: Beauty’s allyship wanes despite continued consumer support

Corporate Pride support continued to fall in 2026, and the beauty and personal care sector has participated in this downward trend. While various brands continued to launch Pride campaigns and partnerships, some cosmetic players sat out the month’s celebrations, leading to scrutiny around corporations’ fair-weather allyship.

The SeeMe Inclusivity Index for Beauty — an annual index measuring inclusivity and diversity in beauty brands — found that brands supporting the LGBTQ+ community have dropped from 16% to 9% over the last three years. 

Despite dwindling support, some personal care players still waved rainbow flags in 2026 through campaigns and partnerships, drawing attention for their solidarity in a time when it appears to be less popular. Beauty consumer positive sentiments around LGBTQ+ support also remain steadfast, influencing their consumption behavior.

Consumers are watching how brands support LGBTQ+ communities.

Pride’s slow numbers

While the beauty sector’s motives for participation have been a topic of debate, a material fact rings through the discourse by way of numbers: without sponsorships, Pride parades suffer. The BBC reports 2026 as the “hardest year yet” for Pride events across England, citing a 25% plummet in sponsorships in Bristol Pride, one of the biggest in the country.

Campaign US reported that this year Garnier, for example, has removed public branding or reduced its financial visibility in the US's New York City Pride lineup. The L’Oréal subsidiary has, however, released the Garnier Pride Bottle, a rainbow edition of its Micellar Cleansing Water with the tag line “remove your makeup, not your Pride.” 

“Garnier knows it has never been more crucial to proudly show our unwavering support for the LGBTQIA+ community. That’s why we have partnered with Heritage of Pride to intensify our allyship and to send a powerful message on one of our best-selling products,” says the company. 

A survey conducted by marketing automation platform, Omnisend, found that brand participation in Pride Month is important to 48% to 57% of consumers across sectors. Younger consumers especially value participation, with 69% to 75% of Gen Z, and 66% to 78% of millennials reporting caring about corporate Pride participation. The survey finds that a vast majority of LGBTQ+ community members (76% to 85%) find Pride participation pertinent.

Human rights advocacy group, United Humanists, reports that nearly 40% of surveyed US corporations reduced or eliminated Pride sponsorships last year, with many corporations citing Donald Trump’s Diversity, Equity, and Inclusion (DEI) executive orders as the reason. Also, last year, an Innova Market Insights report revealed that Pride events in US cities like New York and San Francisco experienced funding shortfalls of US$750,000 and US$200,000, respectively.

As brands pull away from Pride, consumers have noticed the decline. Omnisend reports that 28% to 37% of consumers have noted brands slowing down participation in recent years. It states that year-round support, donations, and public advocacy stand out as the primary factors for consumer trust, while participating when “commercially convenient” is perceived as insincere.

The personal care industry’s participation in Pride events has been scrutinized in the past, raising the question of performativity and rainbow capitalism. Recently, however, the question has been whether corporations will participate at all.

Who remained visible this Pride

Some personal care brands continued to show up for Pride Month.

The dampened corporate support for Pride has made the companies that continue to show up more visible.

Over the course of June, Kiehl’s launched its Love Is Natural campaign with various Pride activations across New York City. Skin care brand BYOMA partnered with US fitness studio chain Barry’s to host Pride celebrations and workout classes.

“BYOMA has always been bigger than skin care; it’s about creating a community where people feel seen, supported, and confident in who they are. Pride is a powerful reminder of the importance of authenticity and belonging,” says Marc Elrick, co-founder and CEO at BYOMA.

Hair color brands Splat and Sally Beauty also rolled out campaigns, giveaways, community engagement, and parade participation.

“Pride is about visibility, authenticity, and community, and we’re honored to celebrate alongside the LGBTQ+ community while supporting organizations that create safe, affirming spaces for everyone,” says Mia Jenner, VP of marketing at Developlus, parent company of Splat.

The Ordinary’s parent brand, Deciem, launched a campaign to celebrate “everyday expressions” of queer love, underlining its year-round commitment to LGBTQ+ support. The company also stated that it had donated over CAD$1 million (US$700.000) to its LGBTQ+ community partners.

The SeeMe Inclusivity Index for Beauty highlights brands like MAC, NYX, Milk, and Beekman 1802 as stand-outs who continue allyship efforts. 

MAC, for example, boasts Viva Glam as a prime illustration of year-round LGBTQ+ support. The lipstick line was initially launched in 1994 to combat HIV/AIDS at the height of the epidemic in the US. The line has historically donated all of its selling price to various organizations devoted to supporting health, equal rights, and social justice.

This year, Viva Glam partnered with Conner Ives for a limited edition “Protect the Dolls” lipstick and t-shirt to support trans equality. All of the proceeds from the collaboration are going to organizations advancing trans rights and social justice.

Consumer’s LGBTQ+ support stays strong

Corporate Pride support has declined despite steady consumer backing.

Despite wavering corporate support, consumers are demonstrating that they value strong moral positioning with their purchasing power. Personal Care Insights previously reported that 35% of Gen Z consumers choose brands that reflect inclusivity, and 21% of US beauty shoppers report they have noticed more brands supporting diverse identities. Consequently, authenticity is becoming a key metric of brand relevance and a growing expectation in an increasingly values-driven beauty market.

Omnisend data also shows that while brands are stepping back from Pride participation, consumer sentiment has stayed steady. They have, however, become more refined and selective in distinguishing genuine support from performativity.

According to Omnisend: “scaling back participation may feel like the safer move in today’s climate, but it doesn’t go unnoticed, especially by younger and LGBTQ+ consumers who pay the closest attention.”

Companies that abstain from Pride presence also risk losing the trust of queer consumers. A queer rights foundation, Human Rights Campaign, reports that 71.5% of LGBTQ+ consumers buy fewer products from companies perceived as reducing inclusion commitments.

“Brands have an active role to play as catalysts of change for their customers. We know consumers are focused on personal growth in 2026, and they will welcome brands that actively facilitate it for them. It’s about offering support and guiding them on their journey to a positive outcome, rather than just offering products,” Marie Stafford, global director at VML Intelligence, previously told Personal Care Insights.