Every Pride month, social media feeds explode with branded Pride campaigns and rainbows suddenly adorn the products on our shelves. But which campaigns are actually resonating with audiences? And how can brands ensure that their support for LGBTQ+ communities makes a difference?

Influencer Bobrisky has leveraged her power on social media – on Instagram and Snapchat, in particular – to turn herself into a household name in both Nigeria and across Africa. In doing so, she has helped to bring conversations about trans identity into mainstream culture.

Calvin Klein’s campaign #ProudInMyCalvins showcases the personal journeys of people from the queer and trans community. Highlighting the importance of LGBTQ+ representation, the campaign tells the poignant stories of people and their journey to self-realization and acceptance.

Pride month saw many beauty brands advocate for LGBTQ+ rights, but members of this community want to feel represented by the industry in more ways than just rainbow-hued packaging. Among Gen Yers and Zers, there’s a demand for more accurate representation of diverse gender realities.