Retailers Giving Back During Pride

8 campaigns that support LGBTQ+ peoples in June

For the first time in 50 years, there will be no Pride March in New York City, a global celebration during which LGBTQ+ individuals and their allies have marched for equality and to remember the lives that have been lost to violence, illness, and neglect. The meaning of the Pride March has evolved over the years since the first march in 1970. This year, it would have undoubtedly shifted its tone to recognize the struggles of the black and indigenous queer communities, which are disproportionately affected by police brutality. Now more than ever, individuals will need to find new ways to connect with their communities online to ensure that this important moment of celebration and activism is not lost.

We’re proud to highlight how some innovative eCommerce companies are leading the way in connecting their communities with organizations dedicated to LGBTQ+ peoples. It’s encouraging to see how these brands are doubling down on their commitment at a time of such uncertainty. Now more than ever, retailers need to focus on how they can help out their customers and not just on driving new sales.

One of the shining stars is Morphe, a make-up brand on a mission to “blend the rules” of beauty. Morphe recently launched their “Free To Be” Pride campaign. This collection features bold and colorful Pride-inspired products with 100% of the net proceeds going to GLSEN, an organization committed to creating safe and supportive school environments for K-12 LGBTQ+ students. In addition to their collection, Morphe’s Pride page shines the spotlight on their Student Squad, a group of 7 GLSEN student ambassadors who are on the front lines of fighting for LGBTQ+ equality.

Morphe’s 10+ million Instagram followers learned about the student squad and their missions, with each student’s profile displaying the full-range and versatility of the make-up collection. As Wunderkind Customer Success Manager Maelin Harris said, “Morphe’s brand is built on celebrating individuality and fostering community, which is beautifully reflected in their “Free To Be” Pride campaign. By connecting their customers with these inspiring activists, Morphe has demonstrated their commitment once again to amplify the voices of the LGBTQ+ community.”

At a time when it seems like there’s no playbook, other brands can look to the digitally native Morphe for how to connect, celebrate and support individuals in these vulnerable communities. But Morphe isn’t the only brand who is using their platform to support LGBTQ+ causes they care about.  Below, we’ve pulled together a list of other brands who are running inspiring Pride-related initiatives throughout June:

  • Primary Kids: the colorful childwear brand, which has long championed gender neutral clothing, launched their Rainbow Shop collection with $25K in proceeds donated to GLSEN. In addition, Primary published a blog on how we can celebrate Pride in quarantine, featuring advice from CJ, who was Orange County Pride’s 11-year-old Pride Marshall last year, and a Pride Playlist. 
  • Bluebird Botanicals: CBD-company Bluebird Botanicals is celebrating Pride by donating $1 to the Okra Project from each bottle sold of its Pride Month Special Edition CBD Oil. The Okra Project is dedicated to helping the Black Trans community “by bringing home cooked, healthy, and culturally specific meals and resources to Black Trans People wherever [they] can reach them.”
  • David’s Tea: for the whole month of June, David’s Tea is supporting the LGBTQ+ community with its Pride Blend. 10% of proceeds will be donated to the It Gets Better Project. 
  • Baublebar: Baublebar’s “Wear It With Pride Collection” helps its customers celebrate in style, with an assortment of rainbow colored earrings and jewelry. Even better, 50% of proceeds go to NYC-based GLAAD, an organization focused on “[rewriting] the script for LGBTQ acceptance.”
  • Tommy John: with the mission to make the world a more comfortable place, Tommy John’s Pride collection features underwear with a rainbow strap and t-shirts with the company’s Pride-appropriate tagline: “No Adjustment Needed.” $5 from each pair are donated to the Ali Forney Center, which provides housing and support to homeless LGBTQ+ youth in New York City.
  • Quay: Australia-based sunglasses brand Quay is honoring the LGBTQ+ community this year with limited edition sunnies that feature a reflective, rainbow lens. Quay is also donating $50K to the Trevor Project, the world’s largest suicide prevention and crisis intervention organization for LGBTQ young people.
  • Pop Sockets: Pop Sockets is also supporting the Trevor Project with its colorful Pride accessories. 50% of all proceeds will be donated to this incredible organization up to June 30th. 

Would you like to highlight your Pride campaign on this blog? Want to collaborate? Reach out to and we’ll get in touch.


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Trey Jackson

Trey Jackson is on the Customer Success team at Wunderkind and is a Committee Lead for BounceOut, Wunderkind’s LGBTQ+ Employee Resource Group. Trey is passionate about developing meaningful partnerships with his clients and driving initiatives to improve LGBTQ+ visibility both in and out of the workplace. A native Californian, Trey spends most of his free time on the beach, on his road bike, or wrapped up with a cat reading a book.