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How These LGBTQ+ owned Companies Did Pleasure on Social Media

The primary-ever Pleasure parade – often known as the Christopher Road Liberation Day March – occurred in New York in June 1970 in the course of the one-year anniversary of the Stonewall Riots. It was a means for the neighborhood to mirror and honor the bravery of the homosexual, lesbian, and transgender activists who risked their lives in the course of the rebellion – an occasion that heralded the homosexual rights motion worldwide.

Whereas Pleasure Month is a time for remembrance, it’s additionally about celebrating and championing the LGBTQ+ neighborhood as an entire. We’re proud to have nice LGBTQ+ illustration right here at Buffer, and we hope to proceed fostering a tradition the place each particular person feels comfy in their very own pores and skin.

To mark this 12 months’s Pleasure, we needed to showcase six LGBTQ+-owned small companies and spotlight the methods they’ve celebrated Pleasure Month on social media. We love how these manufacturers are utilizing their platform to amplify vital conversations surrounding LGBTQ+ illustration this June. An added perk is that these companies additionally present superior merchandise, making supporting them a straightforward determination in our guide.

Deja Vu Magnificence

Based in 2021, Deja Vu Magnificence sells make-up with the tagline, “magnificence for everybody,” – an vital distinction for founder Julie Vu. Earlier than beginning the model, Julie was already recognized to many by means of her YouTube channel, Princessjoules. There, she speaks brazenly concerning the realities of transitioning and has offered viewers with updates on her journey since 2011.

As a proud and vocal transgendered lady, Julie has sadly been the sufferer of on-line hate and harassment, however she doesn’t let that detract her from her most important aim – being a assist system for others going by means of comparable conditions. Creating an inclusive make-up model was one other means for her to present hope to people who’ve felt excluded previously.

For Pleasure, Deja Vu Magnificence provided prospects a 15 p.c low cost site-wide throughout the whole month of June.

Julie has additionally been highlighting the significance of the month by means of her private social media. She partnered with the Canadian style model RW & CO and different LGBTQ+-owned small companies to have a round-table dialogue concerning the inequalities confronted throughout the neighborhood.

Julie has a transparent aim of talking up for the rights of transgendered individuals in every single place and infuses all that keenness into Deja Vu Magnificence.

Haute Butch

Haute Butch – a small enterprise based in 2012 –  creates clothes for individuals who establish as butch, androgynous straight girls, and trans males – they usually had been one of many first U.S. manufacturers to take action. Co-founder Karen Roberts mentioned that certainly one of her targets when opening her personal firm was creating masculine clothes particularly tailor-made to girls’s our bodies, one thing that may be fairly laborious to search out in conventional clothes shops.

“Our match and elegance preferences weren’t met within the mainstream retail enviornment and we weren’t essentially welcome within the males’s division,” she mentioned. “I needed garments that I may relate to and really feel assured in.” Nonetheless, the model markets itself as gender-neutral and presents fits, button-downs, and vests for all identities.

In honor of Pleasure Month, the corporate shared a video on Instagram highlighting 10 different LGBTQ+-owned small companies. “We unite to point out those that Pleasure needs to be celebrated daily,” the video caption reads, “whereas additionally showcasing some superb LGBTQ+ manufacturers which are altering the world.

The clip options the founders of every video holding up certainly one of their merchandise as they speak concerning the significance of this month and the way they incorporate delight into their lives each single day.  The video wraps up with the assorted enterprise homeowners collectively on a zoom name – displaying an actual sense of solidarity between the group.

Ink Meets Paper

Ink Meets Paper, an LGBTQ+-owned greeting card, and stationery model launched its On a regular basis Pleasure assortment. The model, in an Instagram put up concerning the launch, shared that though the brand new assortment is launching throughout Pleasure Month, it will likely be obtainable year-round, “since celebrating neighborhood doesn’t finish simply because the month adjustments.”

The letterpress firm was based by Jamie and Allison Nadeau and has maintained its identification as an LGBTQ+-owned model since its inception. As Jamie informed LovetoKnow, “Pleasure is about residing courageously as who you’re. Whenever you make the selection to inform individuals who you’re whereas understanding you could lose individuals that you just love, it is a large deal We needed to take this assortment, embody our personal life experiences, and put a good looking product out into the world.”

The model additionally performed two giveaways, one in partnership with different LGBTQ+ manufacturers, and one other in partnership with Penguin USA to, of their phrases, “honor the journeys of LGBTQ+ people and the bigger motion of affection, acceptance, and equality for all.”

We Are Fluide

For Pleasure Month, We Are Fluide, an inclusive make-up and nail polish model, launched limited-edition make-up bins and partnered with the Transgender Authorized Protection & Training fund to donate a portion of gross sales to assist their work for transgender individuals.

Over the course of Pleasure Month, the model additionally shared posts and movies to advertise the gathering and the trigger they’re supporting. They put the highlight on their prospects, showcasing buyer movies and content material all through.


cannot recover from @delaneyssheehan utilizing our new Pleasure Glitter Trio 😍🌈 #glitter #MakeASplash #queerbeauty #fluidefam

♬ unique sound – We Are Fluide

As to what impressed their choices for Pleasure Month, Laura Kraber the model’s co-founder shared with Refinery29, “We Are Fluide was created to showcase queer pleasure and the wonder and life of LGBTQ+ individuals who have been vastly under-represented in magnificence. There are numerous methods to have a good time Pleasure, and most significantly Pleasure is about advocacy and celebrating our trans ancestors who began the motion.”


Leota is a size-inclusive style label based by Sarah Carson. Sarah informed Refinery29 her imaginative and prescient for the model saying, “I needed to alter style for the higher. I may make a model that will encourage self-love and pleasure slightly than diets and conformity. I may create a radically inclusive model that celebrates femininity as a supply of energy it doesn’t matter what physique it reveals up in.”

For Pleasure Month, Leota applied a number of issues, beginning the month with their dedication to donate 5 p.c of their month-to-month gross sales to The LGBT Heart which is “advocating for the rights and wellness of Queer-identifying individuals.” They introduced their dedication with an Instagram Reel that includes the founder explaining the historical past and motivations behind their determination.

The model additionally hosted a “pre-Pleasure” occasion to “spotlight the fantastic thing about our neighborhood, to have a good time our identities and togetherness.” They spotlighted attendees, asking them questions like, “what’s Pleasure to you” and “how do you categorical your self”? and shared the ensuing video interviews all through Pleasure Month.

Boy Smells

The LGBTQ+-owned perfume model Boy Smells kicked off Pleasure Month with the discharge of their Forbidden Fruit assortment. Via their marketing campaign, the model pledged to assist GLSEN and the group’s initiatives by donating 15 p.c of gross sales from merchandise within the assortment in June and July, with a minimal donation of $50,000. One of many extra elaborate campaigns on our record, Boy Smells created movies that includes queer actors Charlie Carver and Meg Stalter to showcase the merchandise.

The model can be together with stickers created by queer artist Rooney Simmonds with each buy from their new assortment.

A typical thread with the companies on our record as we speak is that, other than being LGBTQ+-owned, they take motion. Whether or not that’s by partnering with different LGBTQ+-owned companies or donating to associated causes, they’ve all included a component of giving again with their campaigns for Pleasure month.

LGBTQ+ persons are nonetheless combating to be seen and heard, and want assist. There are various organizations and methods to present again all through Pleasure Month and all year-round. Take a cue from the companies on this record and look into how you can assist the LGBTQ+ members of your neighborhood.



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