This photo is of a smiling woman starting to her left. Her makeup is done beautifully and subtly.

These 4 Vegan Makeup Companies are LGBTQ-Founded

Historically, cosmetics companies have been slow to embrace and amplify the full spectrum of gender expressions.

Today, things have changed, and there are a growing number of LGBTQ-led beauty brands that are committed to supporting all gender identities. June is Pride month and as part of Kinder Beauty’s commitment to supporting and celebrating marginalized communities, we are spotlighting some of the great LGBTQ-founded companies that are creating fabulous makeup for everyone, while also uplifting voices that have long been quieted in the world of beauty marketing.

We Are Fluide

Devoted to uplifting people who have traditionally been ignored by the beauty industry, all-vegan beauty brand We Are Fluide’s products are designed for the full spectrum of gender expressions and skin shades.

In addition to being LGBTQ-owned, the company partners with and donates to nonprofits focused on LGBTQ health and advocacy efforts, including Callen-Lorde and the True Colors Fund. All of the company’s products are free of animal ingredients, with no testing on animals, and also free from parabens and phthalates. Fun products for all genders include the holographic lip gloss trio: a set of three shades that give pouts a sci-fi shimmer; and Biodegradable Glitter in glamorous Gold, punchy Pink, and sparkling Silver. “My dream was to create a beautiful and intimate online universe where everyone is comfortable being themselves—to evolve the mainstream concept of ‘beauty’ while creating a space for people to express themselves authentically,” says We Are Fluide co-founder, Laura Kraber. Dedicated to empowering and amplifying the LGBTQ community, We are Fluide’s campaigns have featured queer activists and creators including gender non-conforming writer Jacob Tobia, Sebastian Rosemarie, and drag teen Desmond Is Amazing

Jecca Blac

Makeup artist Jessica Blackler created the Jecca Blac line of makeup when she discovered the lack of products available for her many trans women clients.

Jessica first realized these resources were missing from the cosmetics market while working in film and television. She launched her own makeup company with the Correct & Conceal palette, which camouflages facial hair, blemishes, and under-eye darkness. Today, the line offers many other products, including colorful and shimmering Play Pots: cream pigments in shades from pearly pink to iridescent purple, that can be used on eyes, lips, or cheeks; and Qween, a creamy coral lipstick. All Jecca Blac products are vegan, cruelty-free, and gender-free. In addition to a large line of cosmetics for people across the gender spectrum, Jecca Blac hosts makeovers at the London Transgender Clinic. “As someone who is a founder of a LGBTQ+-focused brand and part of the community, there is nothing more frustrating than when it hits June and all brands decide to add a LGBTQ+ flag to their logo,” Blackler told TeenVogue. “Pride is a time of the year that celebrates the community; it’s not a party for most, but it’s time to reflect on the progress we’ve made. Brands should begin to celebrate this community all year round, not for trend purposes, but as a brand value.”

Noto Botanics

Noto Botanics' all-vegan and gender fluid line of cosmetics are all about authenticity, with natural shades that let you be yourself, and then some.

“It’s important for me to connect with my community through my work, as a business owner, and as a queer woman,” the company’s founder, makeup artist Gloria Noto, told Allure. “This felt like a conduit to pursuing and cultivating that connection and care in an authentic and honest way that feels very personal and close to me.” The brand’s Multi-Benne Stick offers buildable color in earthy shades and is made from skin-nourishing natural ingredients including shea butter, jojoba seed oil, and rosemary leaf extract. The Hydra Highlighter Stick delivers a nature-inspired dewy glow that hydrates and highlights whether you apply it to your temples, eyelids, cupid’s bow, collar bones, or legs. In addition to pigmented makeup, the beauty brand also crafts cleansing and hydrating skincare and haircare products. To pay it forward, Noto Botonics has donated some of their proceeds to nonprofits including Planned Parenthood, the ACLU, LGBT Youth Center LA, the Audre Lorde Project, and Black Mamas Matter. 

Sappho New Paradigm

Created by Emmy-nominated makeup artist JoAnn Fowler (who served as Head of the Makeup Department on The L Word television series), Sappho New Paradigm makeup is completely vegan, cruelty-free, and formulated with organic ingredients.

While working in film and television, some of the talent Fowler worked with on set began asking specifically for makeup that was paraben-free. This prompted her to research what harmful ingredients were lurking in her makeup kit. When she discovered that some of the products she was using contained known carcinogens and endocrine disruptors, her conscience led her to overhaul her kit. But she soon discovered that none of the existing natural products worked well enough to be used on camera. With the encouragement of The L Word actors, Fowler dove in and created her own vegan and cruelty-free line that met her high standards. The women-led brand offers products including moisturizing Speak Volumes Lip Glosses, richly pigmented blushes in shades including Bronze Goddess and Luv the Cheeks, and a variety of foundations for all skin tones.  


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Maya Gottfried is the author of books for children and adults, including Our Farm: By the Animals of Farm Sanctuary and Vegan Love: Dating and Partnering for the Cruelty-Free Gal.