Prideful expands gender neutral cosmetics as Biden signs Respect for Marriage Act

20 Dec 2022 --- Prideful, a non-gender specific cosmetics and personal care brand, is debuting at mass market stores across the US on the heels of the country passing a bipartisan coalition in Congress, officially erasing the Defense of Marriage Act and prohibiting states from denying the validity of out-of-state marriages based on sex, race or ethnicity.

President Biden recently signed the Respect for Marriage Act into law, mandating federal recognition for same-sex marriages. “Right on cue, a change is brewing in the beauty aisles of national retailers,” notes Prideful.

With an “extensive rollout” planned for 2023 nationally and globally, Prideful aims to delve into the beauty market and address the growing concerns over “rainbow capitalism.”

“While the mass retail market has given the LGBTQIA+ community a presence in stores for the Pride month of June, the community at large is asking for a greater scope both in visibility and presence,” the brand shares.

Jason Hayes, creative director at Prideful, is tapping into decades of experience working in the film, television and theater community as a makeup, hair and wig artist – and years as an LGBTQIA+ activist – to help create a vision and representation for the community on store shelves.

“Prideful is historic because we are the first LGBTQIA+ brand to hit mass retail 365 days a year. We are not just here for Pride month,” says Hayes.

Prideful is the first LGBTQIA+ brand to hit mass retail 365 days a year.For one and all
Prideful manufactures products that are affordable and accessible to the LGBTQIA+ community at large and is driven by the goal of providing the LGBTQIA+ community space on mass retail shelves.

The Prideful collection is available at national retailers, including Walmart and Amazon, apart from its online store. A “massive brand extension” and an expansion of stockists are in the pipeline for the coming months. The products claim to be cruelty-, paraben- and sulfate-free.

The brand worked to create visibility and equality in small cities and towns. “Our mission at Prideful is to make products with integrity and purpose,” says Hayes.

“While there is currently no other 365-day-a-year LGBTQIA+ brand, the Prideful collection boasts quality formulations and a high concentration of beneficial ingredients that sets the brand apart from competitive beauty products currently on the market,” the brand illustrates.

Community outreach
Products are named in honor of LGBTQIA+ heroes who have contributed and made a difference in the community. The brand has created a program dubbed Prideful Heroes, partnering with members and allies of the LGBTQIA+ community.

Prideful’s charity approach through the program supports local non-profits specific to each Hero. In exchange for an honest review of Prideful products, the brand will donate to his/her/their charity of choice in their name.

The website maps where each Hero is pinned with a rainbow heart showcasing their social media accounts, location and charity of choice to allow consumers access to LGBTQIA+ organizations.

Prideful has also aligned with the Matthew Shepard Foundation to educate, inform and create acceptance with understanding. “Matthew was a young gay man who was murdered in 1998, and the foundation in his name works tirelessly to Erase Hate. Jointly we are looking to Erase Hate and Paint Love With Prideful,” the brand remarks.

Edited by Radhika Sikaria