By Chris Olsen
Lots of brands hop on the Pride bandwagon during the month of June. But while their social media feeds fill up with products in all the colors of the rainbow, not every business profiting from Pride gives back to causes that support the LGBTQ+ community. My Founder Story has pulled together a list of 10 purpose-driven, womxn-founded businesses that are not just celebrating Pride, they’re also donating profits and products to a variety of important organizations to support the community.
Founded by Denise Less, ALALA workout-wear company designed a Pride capsule collection featuring a tie-dye “Legalize Equality” T-shirt (which quickly sold out) and rainbow-bright bra/legging sets. The sale of these products supports the Human Rights Campaign and the Equality Act. Shop here
Founded by Beryl Stafford, Bobo’s Baked Goods makes healthy snack bars including the limited-edition Lemon Poppyseed Oat Bar just for Pride month. Bobo’s is donating 100 percent of the proceeds from its Pride bar sales to PFLAG and The Center on Colfax. Shop here
Founded by Donna Karan, DKNY designed a capsule collection with a bunch of fashionable Pride gear—T-shirts, sweatshirts, jackets, leggings, footwear, headwear, eyewear, jewelry and more. In honor of Pride, DKNY is making a donation to the Hetrick-Martin Institute. Shop here
Founded by Isabella Giancarlo and Laura Kraber, Fluide is a queer cosmetics brand that offers vegan and cruelty-free products that are also free of harmful chemicals. The company shows its Pride by giving back all year long and donating products to LGBTQ+ fundraisers and events. Shop here
Founded by Ruth Zukerman, Flywheel offers in-studio and on-demand indoor cycling. During Pride month the company is offering donation-based classes and limited-edition Pride apparel. Donations plus the proceeds from apparel sales benefit Family Equality Council. Shop here
Kate Spade’s “Rainbow Shop” offers a collection of Pride clothing and accessories in bold colors and rainbow stripes. This month, the company is donating $25,000 to The Trevor Project, the nation’s leading crisis intervention organization for LGBTQ+ youth. Shop here
Founded by Toni Ko, NYX cosmetics created product lines just for Pride—Shout Loud Pride Lipsticks, Vivid Brights Eyeliners and the Professional Makeup Ultimate Shadow Pride Palette. NYX is donating $50,000 to LGBTQ+ organizations worldwide, including the Los Angeles LGBT Center. Shop here
Founded by Ruth Zuckerman (who also founded Flywheel), SoulCycle is hosting Pride rides around the country. Ten percent of sales (up to $100,000) benefit The Trevor Project. The company is also offering limited-edition Pride swag plus its LGBTQ+ instructors created a “Ride With Pride” playlist. Shop here
Founded by Fran Dunaway and Naomi Gonzales, TomboyX offers ethically made gender-neutral underwear. Rainbow Pride styles are offered all year long. Over the past two years, the company has donated more than $100,000 to LGBTQ+ organizations with an emphasis on supporting transgender individuals. Shop here
Founded by Emma McIlroy, Wildfang is a menswear-inspired womxn’s clothing company known for its Wild Feminist collection. Wildfang has donated more than $400,000 to a number of nonprofits including the Tegan and Sara Foundation to improve the lives of LGBTQ+ womxn and girls. Shop here
About the author: Chris Olsen is a radio veteran turned communications consultant, educator and author of “Whyography: Building a Brand Fueled by Purpose”. Through her work as a consultant partnering with startups, Chris realized her WHY—to support womxn-owned businesses in confidently communicating their purpose and impact, setting them up for entrepreneurial success. She created My Founder Story as a platform for doing so.