Top 10 Pride Month Campaigns of 2025

Colton Bollinger
Colton Bollinger
June 26, 2025

If we had a dollar for every “Love wins 💖” post, without any follow-through, we’d be able to fund a whole nonprofit ourselves.  

Thankfully, not every brand just slaps a rainbow on their logo in June and calls it allyship. Sure, it can work, but as marketers, we know what happens when that’s all there is: surface-level campaigns that miss the heart of what Pride really means.

Pride wasn’t built on branding alone, it was built on bricks, protest, and the power of showing up when it matters. It started as a protest, led by people like Marsha P. Johnson. And while Pride Month has become more visible, it’s still a time to recognize that visibility without action rings hollow.

So in 2025, we’re spotlighting 10 brands that aren’t just showing up for Pride, they’re doing it with tangible support: donations, educational campaigns, inclusive design, and platforms that uplift LGBTQIA+ voices, not exploit them.

 

Brands That Got Pride Right in 2025

There has been no shortage of Pride campaigns this June. But we’ve rounded up the brands that took a creatively bold and genuine approach to allyship campaigns that uplift LGBTQIA+ voices in ways that matter.

1. Converse “Proud to Be”

Converse continues its long-standing $3.4M commitment to the LGBTQIA+ community with its “Proud to Be” campaign. Instead of just launching a lame rainbow-colored shoe, they invited 7 LGBTQIA+ creatives to write letters to their future selves, echoing the visions of joy, freedom, and identity that come with being part of the community. 

KEY TAKEAWAY: Hand the mic over to your community! UGC hits harder when it’s rooted in real stories, not from analysts behind desks.

2. NYX Cosmetics “Proud Mix” & “Proud Allies for All”

NYX doubled down with two executives this year: “Pride Mix,” which spotlights LGBTQIA+ musicians, and “Proud Allies for All,” a campaign built around education and community support. Their year-long partnership with the Los Angeles LGBT Center, global allyship training efforts, and $650 K+ in donations prove to its watchers that this isn’t just a one-month promise; it’s a lifetime commitment.

KEY TAKEAWAY: Touchy campaigns like Pride marketing can’t just be a one-off thing. If you’re not showing up with education, support, and visibility year-round, you’re not showing up at all.

3. Haus Laubs by Lady Gaga

Haus Labs partnered with Sephora to donate $1 per product sold to the Born This Way Foundation, a nonprofit co-founded by Lady Gaga and her mother. This year’s initiative includes the “Kindness in Community Fund”, which provides grants to grassroots LGBTQIA+ youth orgs.

KEY TAKEAWAY: Invite your community to co-create impact with you. Transparency and collaboration lead to more authentic allyship.

4. Kiehl’s “Open Doors”

Kiehl’s kept it simple but powerful with their “Open Doors” campaign, donating $150K to The Ali Forney Center to support homeless LGBTQIA+ youth. No product push and no conditions, just straight-up support where it’s needed the most.

KEY TAKEAWAY: You don’t need a sales boost to justify giving back. Sometimes the most impactful campaigns are the simplest.

5. Levi’s “Meet You in the Park”

Levi’s bright history into the present with “Meet you in the Park,” a campaign that celebrated the importance of public, safe spaces for queer joy. Inspired by liberation iconography, the collection was backed by a $100,000 annual donation to OutRight International, supporting LGBTQIA+ rights on a global scale.

KEY TAKEAWAY: Tie your campaign visuals to cultural history. When your visuals have roots, your message grows stronger.

6. MAC Cosmetics Viva Glam ft. Kim Petras

Partnering with Grammy-winning trans icon Kim Petras, MAC’s Viva Glam campaign is simple, but it’s powerful. This year, every cent from Viva Glam lipstick sales goes straight to LGBTQIA+ nonprofits, with a massive $1 million pledge to organizations including The Trevor Project, It Gets Better, and the Hetrick-Martin Institute.

KEY TAKEAWAY: Align your product with powerful representation and purpose. That’s how glam becomes activism.

7. Nahvalur Pride Pen Collection

Nahvalur, a niche fountain pen brand, proved you don’t need to be massive to make a difference. Their Pride 2025 pen collection sends part of its proceeds to It Gets Better, and it’s carried by retailers like EndlessPens, Goldspot, Appelboom, and Atlas Stationers. It’s thoughtful, beautifully crafted, and proves that allyship isn’t limited to mainstream spaces.

KEY TAKEAWAY: You don’t need a massive budget to support Pride. What matters is thoughtful design and intentional giving.

8. Highrise Virtual Pride Parade

What’s better than digital inclusion? Highrise, a virtual social game, hosted an in-game Pride Parade on June 6. The celebration featured music, speakers, and wearable in-game items designed by LGBTQIA+ creators. They also launched “The Giving Pride” collection,  giftable items players can send to other members as a form of in-game support and celebration.

KEY TAKEAWAY: Celebrate where your community hangs out, even if it’s virtual. Inclusion should meet your audience where they are.

9. Destiny 2 Pride Strike Packs

Bungie’s Destiny 2 once again leaned into inclusive gaming with Pride-themed items benefiting the Trans Equality Education Fund. They also released real-world merch where proceeds go to It Gets Better, bridging the digital and physical worlds in support of LGBTQIA+ equality.

KEY TAKEAWAY: Blend online experiences with offline impact. Gamers are a community too; treat them like one.

10. Riot Games $100K to oSTEM

Known for League of Legends and Valorant, Riot Games brought serious support with a $100,000 donation to oSTEM, a nonprofit dedicated to LGBTQIA+ individuals in STEM fields. Inclusion in games is one thing. Inclusion in the workplace and education pipeline? That’s long-term impact.

KEY TAKEAWAY: Inclusion shouldn’t stop at your audience. Champion it inside your company and industry, too.

 

Pride Posts Are Cute, But What Happens After June?

Pride Month marketing walks a very fine line. Done well, it builds trust and community. Done poorly, it gets clocked as performative faster than you can say “rainbow gradient.” Nowadays, audiences have seen enough rainbow-washing to know when a brand’s message is flashy with no follow-through.

The brands we’ve highlighted here prove that when support is intentional, consistent, and backed by real action, it sticks. It builds credibility. It makes people remember who you are, and more importantly, what you stand for.

If your brand wants to show up for your community year-round (not just when it’s convenient), Jumper social media management services are here to help. Planning strategic, values-driven content ain’t easy, but we’ll manage your socials in a way that turns your feed into a place your community actually wants to be. 

Not just in June. Every month of the year.

 

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Top 10 Pride Month Campaigns of 2025

If we had a dollar for every “Love wins 💖” post, without any follow-through, we’d be able to fund a whole nonprofit ourselves.   Thankfully, not…

Colton Bollinger
Colton Bollinger