How the LGBTQIA+ community shops for beauty and personal care - NIQ

How the LGBTQIA+ community shops for beauty and personal care


How the LGBTQIA+ community shops for beauty and personal care

Each year in June, Pride month celebrates the LGBTQIA+ community and commemorates its history. In recent years, many CPG brands have declared themselves as allies, with brands in the beauty and personal care space leading the way. 

The role of beauty and personal care in LGBTQIA+ visibility

Beauty and personal care is an important category for many in the LGBTQIA+ community. Self-expression is a value held by many members, and for a significant portion, beauty products help promote this ideal.  

Per a recent NIQ survey, 10% of U.S. households have a member that consider themselves to be LGBTQIA, another 18% consider themselves allies. Households that identify as members of the community spend $314 per year in this category.  

The LGBTQIA+ community is made up of people from a wide variety of backgrounds, spanning all ages, ethnicities, household sizes, and incomes; there is not—or should not be—a cookie cutter approach to marketing to the LGBTQIA+ community. What really matters is being authentic and prioritizing representation in your brand marketing and strategy. Jecca Blac is a makeup brand that is a great example that accomplishes true authenticity with its free makeup consultations for transgender people and product innovations like the Correct & Conceal palette which helps cover under-eye darkness and beard shadows. 

The evolution of brands as allies

Many brands in the beauty and personal care industry are considered allies to the LGBTQIA+ community.  

In recent years, brands have shown their support for the community through monetary donations. These contributions to various LGBTQIA+ focused charities are often the results of sales from limited edition items sold around June for Pride month. These products not only help raise money for LGBTQIA+ organizations, they can also help bring visibility to the community. What’s more impactful are long-term commitments to the community. MAC famously has their Viva Glam campaign and capsule collections raise over $500 million to support HIV research and Glow Recipe pledge to donate $1 million to causes supporting LGBTQIA+ youth in 2022. Consumers support these companies because the company’s values align with their own. 

To help foster an environment that celebrates differences and allows for self-expression, brands can continue to offer financial and promotional awareness of key issues affecting the community. Supporting the LGBTQIA+ community doesn’t have to only occur in June – Shopping LGBTQIA+ owned brands year around is a great way to show allyship.