Deciem launches Pride campaign highlighting ‘everyday’ moments of 2SLGBTQIA+ love

By Alessandro Carrara | Published: 5-Jun-2026
Marketing

The new campaign from the parent company of The Ordinary serves as an antithesis to ‘rainbow capitalism’, focusing instead on supporting the 2SLGBTQIA+ community year-round

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Deciem, the parent company of skin care brand The Ordinary, has unveiled a campaign celebrating the “everyday expressions” of 2SLGBTQIA+ Pride.

Launched in June during Pride Month, the annual time that honours 2SLGBTQIA+ history and advocacy for equal rights, the beauty company’s campaign claims to highlight the moments that define the queer community year-round.

Deciem said in a statement that while often associated with large spectacles, Pride is also found in the “quieter moments of being seen, supported and loved”.

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Sara Fromstein, Director of Social Impact, Global, at Deciem, told Cosmetics Business: “For Deciem, creating spaces where people feel safe, valued and free to express themselves is an everyday commitment.

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