With Pride Month starting in just one week, it’s time for the annual ritual of brands slapping a rainbow on something to show just how much they love their LGBTQ+ customers. Who could forget when, a few years ago, Uber attached rainbow flags to all the cars on its app? It might seem cynical, but whenever I hear about a brand’s pride-centric campaign, my first move is to check for rainbow-washing. But, friends, rest assured. Tarte isn’t just dropping a pretty rainbow palette — although the brand did do that. It also donated $25,000 to the Trevor Project, a crisis intervention organization for the LGBTQ+ community.
The brand announced the donation as part of a press release about the new palette. “Since day one, giving back has been a huge part of Tarte’s DNA,” it reads. “That’s why we chose to celebrate Pride & our LGBTQ+ tartelettes not only with a colorful collection but to also join forces with the inspirational @JessiePaege & a corresponding $25k donation to the Trevor Project — a leading national organization providing crisis intervention & suicide prevention services to LGBTQ+ young people under 25.”
As pictured above, the set features a brand-new, eight-shade palette in all the colors of the rainbow. Shades include This Is It (a true red), Go For It (a vivid marigold), Risktaker (a glimmering purple), and more. It also comes with a mini Lights Camera Lashes Mascara that just so happened to win an Allure Reader’s Choice Award this year.
“There have been so many times in my life where I didn’t feel included, which is why my goal has always been for every person to feel loved & comfortable with their identities (including myself!),” said Paege in a statement. “Tarte’s a brand that I’ve always been able to relate to & I’m so excited to work with them to celebrate the LGBTQ+ community with this palette that shows this makeup is for everyone, no exceptions.”
To learn more about the Trevor Project’s important work and how you can support it, check out its website at thetrevorproject.org.
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