It's June, which means we're celebrating Pride while commemorating the 1969 Stonewall Uprising, the gay liberation movement, and all the activists who have stood up for LGTBQ rights before and since. Many businesses misinterpret the June agenda, however, and partake in what's called "rainbow washing" — a practice in which brands display over-exaggerated support for the LGBTQ community starting June 1, but seemingly forget its existence come July. Pride month (and every month) is a great time to support businesses that are actually founded by LGBTQ individuals.
We've rounded up eight of these businesses to shop from in June and every other month on the calendar. Get queer-inspired pillows for your home, uplifting greeting cards, a phone accessory featured on Shark Tank, pet care supplies, and empowerment candles from our faves below:
Boy Smells
Boy Smells is a candle company that moves scents beyond the binary. The LGBTQ-run company was founded by partners in business and life, Matthew Herman and David Kien. The pair created luxe scents that are fluid, fit for anyone regardless of gender. The brand's flagship scent is Hinoki Fantôme, a woody scent of resin, moss, and cardamom, that's available in candle form as well as perfume and room spray.
While the company started with just candles, its line expanded to include perfumes for everyone, calling them "genderful fine fragrance". The scent range is expansive from fruity Italian Kush to earthy Woodphoria. Plus, fans of Kacey Musgraves can enjoy her collaboration with the brand with the candles Slow Burn and Deeper Well.
Diaspora Co.
Queerness is at the center of Diaspora Co.'s business. In a manifesto on the brand's site, Diaspora detailed that queerness guides the company's ethos, as it allows them to defy what's expected and live radically and with empathy.
Founded by Sana Javeri Kadri, the spice company brings the highest quality products from India and Sri Lanka and is committed to paying living wages to everyone involved in the supply chain. In their 2022 impact report, Diaspora Co. donated 10 percent of their sales, totaling $22,000, to the Farm Worker's Fund, which benefits the health and lives of farmworkers.
The flagship product from Diaspora is its vibrant and flavorful Pragati Turmeric, but other hits include Chai Masala and Aranya Black Pepper.
Wildfang
At the forefront of Wildfang is inclusivity. Emma Mcilroy (who now serves as CEO), Taralyn Thuot, and Julia Parsley founded the LGBTQ-owned business, creating clothes free from gender norms. Masculine, feminine, and all that comes in between, Wildfang's stylings are all-encompassing, fit for anyone regardless of gender. The designs are also size inclusive with their line ranging from extra-small to 4XL.
In addition to their all-embracing clothing, which includes suiting and workwear, the brand is committed to giving back to the LGBTQ community. In 2023, they earned a Guinness World Record for hosting the longest drag show at 48 hours and 11 minutes, which also raised over $300,000 for the Trevor Project.
CTOAN
CTOAN is a candle company started by Jodyann Morgan — a Black and queer entrepreneur — who wanted to see more plus-size, queer, Black, transgender, and other bodies glorified in art. "When I started CTOAN, I was only able to offer candles whose molds I was able to purchase," Morgan told Mashable. "Since then, CTOAN has launched eight original designs, featuring bodies that were impossible to find before we made them. We like folks to be able to determine for themselves which candles they feel best represent them."
Morgan's current creations (which she hand-pours in her own basement!) feature body parts like vulvas, bellies with stretch marks, butts, and boobs. For Pride, Morgan has brought back her signature rainbow-layered candle, a trans flag flower candle, and this year, they're debuting a bisexual flag design.
For every Pride candle sold this month, CTOAN will donate $2 to New Pride Agenda, an organization with a mission to support marginalized LGBTQIA+ individuals in New York State.
Flipstik
Flipstik's founder, Akeem Shannon, got Snoop Dogg's vote of confidence, signed a deal on Shark Tank, and started mass distribution in retail stores — working to get his product into as many hands as possible. The premise is simple: Flipstik is a phone kickstand with a NASA-tested adhesive, which allows you to mount your phone on any flat surface. You can get it in MagStik (for MagSafe-compatible iPhones), 2.0 (the OG design), and more.
Shannon proudly infuses his identity as a gay, Black man into his company, and Flipstik gives back to organizations like the National LGBT Chamber of Commerce, Minority Health STL, and Big Brothers Big Sisters of America (where Shannon is a mentor). Shannon has a philosophy that he tries to pass on to his customers. "You gotta choose to live for yourself and not for other people," Shannon told Mashable. "And when you do that, you can live your fullest life."
kin+kind
If you're looking to treat your pooch to natural grooming and wellness products, kin+kind may be the pet care brand for you. From ear cleanser to flea and tick solutions to supplements that ensure Fido has regular bowel movements, kin+kind provides the alternative to traditional pet products with oftentimes unwanted ingredients. In fact, kin+kind has intentionally minimal and transparent ingredient lists (its ear cleanser, for example, consists of only witch hazel, soapbark, tea tree oil, and aloe vera). The company was started by a brother-sister duo and is now run by co-founder Thomas Ling. "What's important for us and what distinguishes us is that we're sulfate-free," Ling told Mashable. "We also lab test on pests, not on pets."
Ash + Chess
Stationery, shirts, books, and stickers from Ash + Chess are about as perfect for Pride as anything can get. I mean, where else would you find a children's picture book (co-authored by the brand's founders) called ABC-Deconstructing Gender? Or apparel with phrases like "trans people belong here!" and "queer liberation is for everyone" overlaid on groovy patterns and colors? Ash + Chess is the manifested vision of queer/trans couple Ashley Molesso and Chess Needham, who are using their art to uplift the LGBTQ+ community and add joy to people's lives.
You can show your support for queer-owned businesses by buying an Ash + Chess bumper sticker that literally says "I brake for queer-owned businesses" or signature items like their queer tarot deck, MAGA print (which stands for "Make America Gay Again," duh), and more. Molesso and Needham are quick to clarify that they don't make queer art because it's trendy to do so but because they're genuine about wanting to offer the community tangible goods that reflect their identities.
Suay Sew Shop
Suay Sew Shop is an LA-based company dedicated to eliminating the destructive waste generated by the fashion industry by creating products made from post-consumer waste, leftover fabrics, and organic fibers. Besides promoting textile recycling, Suay also supports garment workers and Indigenous communities through food distribution programs and other initiatives. Spearheading these efforts is Suay's CEO and lead designer Lindsay Rose Medoff, who was named one of Time Out's Women of the Year in 2021.
Medoff believes in reversing the industry standard of cutting down labor costs at the expense of laborers — while consistently committing to zero-waste policies. Spice up your life with Suay's clothing collection or a special Pride linen pillow that holds its shape and is soft to the touch. Suay creations also include reusable paper towels, linen napkins, ottomans, and so much more. Something included with every Suay purchase? Peace of mind about where exactly your products are coming from and their effects on the environment.
Topics LGBTQ
