From skincare to makeup and everything in between, the beauty industry continues to grow each year. Not just in revenue but also in reach. As seen in Elf Cosmetic’s 2024 Super Bowl Commercial that included RuPaul’s Drag Race star, Heidi N Closet, the LGBTQ+ community is more visible than ever in the beauty scene. One thing is for certain, the Queer community has also been behind the scenes as brand founders.

Here are some of the brands and founders redefining beauty standards.

One/Size

Founded in 2020 during the height of the pandemic by Youtube beauty guru, Patrick Starrr, the brand has redefined all boundaries of beauty. As One/Size says on their website, “this is for all the curvy women, skinny boys, drag queens, thick guys, girly girls, beauties with disabilities, gender nonconforming icons, runway models, and makeup lovers.” Since its launch, the brand has worked on collaborations with WICKED The Musical, among others and released some of the most sought after products like the Mattifying Waterproof Setting Spray, that went viral on TikTok last year. OneSizeBeauty.com

About-Face

Stepping into the makeup industry to break the rules, About-Face launched in 2021 with singer Halsey as its Founder, Chief Creative Officer, and Head Makeup Artist. One thing about the singer is her fearlessness in music, and that same charisma is embedded in the brand's DNA. From its creatively edgy campaigns and showcase of a multi-use brand. As they share, their products are “for every one, for every where, for every way.” Some of the standout products since its inception include the matte fluid eye paint, cheek freak blush balm, and paint-it matte lip color. AboutFace.com

NOTO Botanics

Gloria Noto is known for her work behind the scenes as a makeup artist since 2006, and in 2016 she stepped into the role of CEO to launch NOTO Botanics. As part of the LGBTQ+ community, it was important for Gloria to create an all-natural line of edited essentials considering every body. As Gloria shares about founding her own line, “I became excited to use all the skills I learned over the years to create a line that celebrated the spectrum of authentic identities.” Since its inception some of the notable skincare products include the Body + Hair Rooted Oil, and the multi-use makeup sticks. NOTOBotanics.com