12 LGBTQIA+-Owned Beauty Brands To Support All Year Round

Pride Month may be over, but these tried-and-tested brands are worthy of a spot in your beauty rotation


From high-impact lip glosses to high-shine haircare, our picks of products from LGBTQIA+-owned beauty brands are sure to inject a little sparkle into your daily beauty rituals.

Photo / Supplied

Trixie Mattel

Trixie Mattel, winner of RuPaul’s Drag Race All Stars Season 3 and star of the new reality TV show Trixie Motel, brings a colourful and O.T.T. approach to beauty. The brand, much like its founder, is playful and doesn’t take itself too seriously.

Viva Loves: Trixie Cosmetics Color Me Gay Lip Gloss Bundle, on sale for $80, a six-piece bundle of the brand’s best-selling lip glosses plus newcomer Hi Gay!, a sheer gloss with rainbow reflects.

Volition Beauty

Founded by entrepreneur Brandy Hoffman, Volition Beauty has a unique approach when it comes to new product development. The crowd-sourced, queer-owned brand makes products in conjunction with its community of product users — meaning its collaborative in every sense of the word.

Viva Loves: Volition Beauty Celery Green Cream, $57, was dreamed up by gymnast Nastia Liukin. Its inception was driven by the question: if celery juice is good for my body, what can it do for my skin? With celery extract and hyaluronic acid, it works wonders on normal to dry skin.


JVN, the haircare line launched by Jonathan Van Ness, takes the Queer Eye hairstylist’s expertise and bottles it, so we can all get a taste of the magic. Each product is formulated with non-gendered scents, and offers a multitude of styling solutions for a range of hair care needs.

Viva Loves: JVN Complete Instant Recovery Heat Protectant Leave-In Serum, $49, is an intensely nourishing treatment that restores hair to its silky former glory. Not to mention the formula is vegan, cruelty-free and colour-safe.

Boy Smells

Dreamed up by co-founders and partners Matthew Herman and David Kien, fine fragrance line Boy Smells aims to be "genderful" rather than genderless or gender neutral — a term coined by the brand to describe how we all sit on a spectrum which points to both masculine and feminine tendencies. Sure to capture the senses, each scent is designed to be worn as an act of self-expression.

Viva Loves: Boy Smells Cinderose Candle, $52, highlights deliciously deep notes of rose, tuberose, oakmoss and smoke. Hand poured in Los Angeles, these candles make a great gift for friends, family or yourself.

Noto Botanics

Queer brand founder Gloria Noto had a vision for a beauty brand that was inclusive, clean and uncomplicated. The company's mission is devoted to representation and real results, as well as being vegan and cruelty-free.

Viva Loves: Noto Botanics Multi-Bene Stain Stick, $34, is exactly what it says: a multi-purpose stain that can be used on lips, cheeks and eyes. Made with a blend of plant-based oils, this hydrating product will help to reduce clutter in your bathroom cupboard.

Jeffree Star Cosmetics

Singer, Myspace star, YouTuber, and now yak farmer (yes, you read that right), Jeffree Star has been a mainstay in the online beauty community for over a decade. Jeffree has always worn bold and beautiful fashion, with hair and makeup to match. Unsurprisingly, Jeffree Star Cosmetics is known for its spectrum of bold palettes, steadfast liquid lips, and dazzling highlighters.

Viva Loves: Jeffree Star Cosmetics Supreme Frost Highlighter in the shade Frozen Peach, $51, provides a too-good-to-be-true glow. The baked-gel hybrid formula means that the product transfers onto the skin with ease and holds throughout the day.

Good Light

Stepping away from the binary of men’s and women’s products, Good Light is a line of skincare that welcomes all. The award-winning brand, founded by former K-pop star David Yi, is both cruelty-free and vegan.

Viva Loves: Moon Glow Milky Toning Lotion, $35, is a hydrating toner packed with ceramides to protect the skin barrier along with AHAs to keep skin looking fresh. Made in Korea, the product is an award-winner for a reason.

Jason Wu Beauty

It’s been two years since renowned fashion designer Jason Wu launched his eponymous makeup brand, which aims to enhance the wearer’s natural beauty with a selection of products that are equal parts chic to look at while being effortless to use. Products come in a wide range of nude tones with soft pops of colour — the perfect brand for those who prefer an understated and classic look.

Viva Loves: The Honey Fluff Lip Cream, $13, comes in 10 whipped-matte shades for a soft finish on the lips. These lip creams can be sheered out or built up to create a range of looks.

KimChi Chic Beauty

Asian-American Queen, KimChi, is another star to come out of RuPaul’s Drag Race. An artist and all-around creative, KimChi uses the face as a canvas on which to create works of art, and the beauty brand bearing the founder's name gives you the tools to do just that.

Viva Loves: Thailor Pearl Gone Wild Highlighter, $43, is what iridescent dreams are made of. The highlighter brings a fun pop of pearlescent colour to any makeup look and can be layered to create a more dramatic finish.

Dragun Beauty

Dragun Beauty, founded by transgender social media star Nikita Dragun, is a brand which proffers transformational products that celebrate people from all communities in their journey to creating looks that express who they are.

Viva Loves: Dragun Beauty Face Palette, $72, is a palette comprising highlighters, blush, and contour shades which comes housed in eye-catching, glossy 3D packaging.


Founded by members of the LGBTQIA+ community, M.A.C's diverse shade range and reliability have earned the brand its place as a makeup staple in beauty routines of people the world over.

Viva loves: The annual Viva Glam campaign raise funds and awareness in support of the LGBTQIA+ community, people living with HIV/AIDS, and organisations which empowering women and girls. This year's line is inspired by artist Keith Haring's bold primary colour palette. The Viva Glam x Keith Haring Matte Lipstick in the shade Red Haring, $35, will have you looking and feeling good knowing 100 per cent of the sale price is donated to this worthy cause.


Founded by couple Matthew Malin and Andrew Goetz, the brand looks to use simple ingredients to create a luxurious experience for its customers. The design of the products is just as important as their contents, with each product aiming to not only make a beautiful addition to your bathroom counter, but offer skin an effective and environmentally conscious solution.

Viva Loves: Malin+Goetz Grapefruit Face Cleanser, $62, a fresh and hydrating gel wash that leaves behind balanced skin.

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