Continued debates over LGBTQA rights in the US highlight the nation's difficulty in understanding non-heteronormative identities. Although equality in on the rise, stigma still remains; over 27% of Americans say they wouldn't be friends with someone who is transgender.

RuPaul's Drag Race, a TV show about drag queens has become a hit in Brazil, shining a light on the country's LGBT community. With millions of gay consumers thirsty for a market that caters for them, why do Brazilian brands still ignore the opportunities offered by this demographic?

In 2018, Sephora launched a series of in-store beauty classes tailored to the needs of trans and non-binary customers in New York City. Sephora’s long-term relationship building with the trans community demonstrates an authentic interest in their well being – not a brash tokenisation of a minority.

While celebrities and brands are championing trans issues in the public eye, fear and discrimination are still prevalent in the lives of many transgender individuals. Through her project Nail Transphobia, Charlie Craggs is fighting prejudice through free manicures and a friendly chat.