Beauty Is Being Proud: DECIEM Champions Global 2SLGBTQIA+ Communities with Over $5.5M in Support

At DECIEM, beauty has always gone beyond skin deep. It’s about belonging, empowerment, and standing up for what matters. That ethos is at the heart of the brand’s latest campaign, “Beauty Is Being Proud,” launched under its ongoing “Doing Good” initiative, a multi-year commitment to supporting People, Earth, and Animals.

This year, the campaign shines a spotlight on DECIEM’s unwavering support for global 2SLGBTQIA+ communities, with more than $750,000 CAD distributed in 2024 alone to advocacy organizations and community partners that create space, safety, and belonging.

But this effort is far from new. Since launching its “Doing Good” program in 2020, DECIEM has donated over $5.5 million CAD to organizations around the world tackling social injustice, climate change, and inequality. Of that, over $1.2 million CAD has gone directly to 2SLGBTQIA+ organizations, including Rainbow Railroad, Queer Britain, Egale Canada, and the BTFA Collective, among others.

What sets DECIEM apart is its human-first approach to philanthropy. From grassroots collectives to established charities, DECIEM recognizes that real impact happens at every level. Alongside monetary donations, the brand also provides product support for community events, amplifying the reach and resonance of their partners’ efforts.

At a time when stigma and division still exist, DECIEM is doubling down on its belief that beauty is being human, a founding philosophy that continues to guide the brand’s social responsibility work.

As the campaign reminds us, there is still work to be done. But through continued advocacy and action, DECIEM is helping to build a more inclusive, compassionate world, one where everyone, regardless of gender identity or sexual orientation, feels empowered to show up fully and proudly.