Pride has long been a season for bold beauty and louder voices. But this year, we saw something deeper bloom across the industry. In 2025, Pride beauty campaigns no longer just draped themselves in rainbows, but they made space—purposefully, thoughtfully, and with more care than in seasons past.
Rather than speaking at the community, many brands stepped back to listen, collaborate, and co-create. There was a visible effort to move past the surface and build room for real connections. Many brands looked inward: Who are we spotlighting? Who’s making the decisions behind the scenes? Who’s missing from the table and why? And perhaps most importantly, there was a growing awareness that queer joy shouldn’t be something to capitalize on for one month, but something to support and make visible beyond Pride.
In this year’s roundup, we look at the moments that stood out not because they were the biggest, but because they felt honest. The ones that met the community where it already is: diverse, expressive, and always deserving of space.
She, They, We: A Pride Space for Queer Women
For Pride 2025, beauty content creator Belle Rodolfo used her platform to address a real gap in Pride: “I think I speak for a lot of us queer women when I say that we often feel overlooked during Pride and even during Women’s Month,” Rodolfo wrote in an Instagram post.
Together with Benefit Philippines, Rodolfo helped bring a heartfelt vision to life: an all-women Pride gathering that centered visibility in a space where queer women could simply exist, connect, and be heard. Every detail, from the choice of venue to the roster of sponsors, reflected her intention: to create safer, more visible spaces for queer women to gather, express, and connect outside of Pride’s usual spotlight.
“Queer women are stereotyped to be 1) not outgoing 2) shy 3) homebodies 4) ‘scary’ or ‘weird’ especially if you present as masculine,” she wrote. “But the truth is, a lot of us are talented, generous individuals who are willing to be involved, have a lot to contribute to our communities, and have a lot to say—all we ask is you hear us, see us, and share your spaces with us too and put women at the forefront.”
Dazzle Me Lights Up Pride with the Color Your Pride Collection
Dazzle Me’s Pride 2025 campaign channeled joy through gloss. With the launch of its limited-edition Pride Lip Oil, the brand brought a dose of color and care to the season—infused with glitter and SPF, the product was designed to make every user feel seen, safe, and luminous. The brand also sparked conversation through a community-driven makeup kit giveaway, turning followers into co-celebrants of Pride.
SM Beauty’s “So Much Pride” Honors Queer Beauty in Full Color
This June, SM Beauty transformed a section of SM North Edsa’s “The Block” into a radiant hub of expression, energy, and community—aptly named “So Much Pride.” The mall celebration from June 23 to 30 brought together beauty enthusiasts, drag performers, and inclusive brands to co-create a space that was vibrant, welcoming, and unapologetically queer.
The event became a colorful celebration featuring dynamic performances by local drag talent, interactive activities, and exclusive offers from partner brands. Hosted by brand ambassadors and respected community voices, it powerfully showcased queer creativity while reinforcing the idea that beauty counters can also be spaces for connection, affirmation, and shared joy.
All the Lovers, All the Ways: Preview’s Pride Vision
For its Pride issue this year, Preview didn’t treat queer love as something bold or unusual, but something true and already here.
In its June 2025 cover, Preview imagined a world where queer marriage isn’t questioned but simply accepted. Titled “All the Lovers,” the cover features 16 queer couples—trans, femme, masc, non-binary, and more—dressed in looks similar to that of newlyweds yet carried a different kind of weight.
Each portrait served as both documentation and declaration: that these relationships are real, enduring, and worthy of recognition. In a country where marriage equality is still out of reach, the images provided us a vision of what inclusion could—and should—look like. And by focusing on real couples and real connection, Preview turned its Pride issue into a record of joy, commitment, and the right to simply belong.
NYX Pridemix Amplifies Queer Voices Through Beauty
With Pridemix, NYX Professional Makeup handed the mic to queer musicians whose stories cut through the noise. The campaign spotlights artists Destin Conrad, Zolita, and Tiana Major9—each with a distinct voice and aesthetic—through performance-driven films where makeup becomes part of the storytelling.
And as part of its ongoing Proud Allies for All initiative, NYX has also donated USD $650,000 to global LGBTQIA+ support programs, including allyship workshops and community events.
MAC’s “Viva Kimmitment” Is a Gloss That Gives Back
MAC’s VIVA GLAM initiative remains one of beauty’s most enduring Pride campaigns, now marking over 30 years of pushing beauty beyond the surface. From its debut with drag icon RuPaul in 1994 to featuring trailblazers like Kim Petras in 2025, VIVA GLAM has consistently turned creativity into impact, with 100 percent of sales from every VIVA GLAM Lipstick and Lipglass going to the MAC AIDS Fund, supporting HIV/AIDS awareness, prevention, and broader equality efforts.
This year’s Pride edition spotlighted the VIVA KIMmitment Lipglass, co-created with pop icon Petras. It’s a bold red, infused with shimmer that plays with light and a formula that feels as smooth as it looks. It’s a product that fits right into the spirit of Pride: loud, proud, and unapologetic.
