For a lot of brands, Pride Month has become a prime opportunity to pander to LGBTQ+ consumers. When these brands simply  throw a rainbow on their products, declare an undetermined percentage of their proceeds from said profits will be donated to LGBTQ+ organizations, and only do this in June, consumers are wary of the brand’s true intentions. Rather than a rainbow body count for brownie points, brands like JECCA Makeup, Fluide, and SPKTRM Beauty integrate an inclusive culture into their company images all year around.