Prideful, a new brand of cosmetics and bath products, enters into a partnership with the Matthew Shepard Foundation

Pride, a new gender-neutral cosmetics and bath brand launched in September, announces a partnership with the Matthew Shepard Foundationan organization dedicated to amplifying the story of Matthew Shepard to inspire individuals, organizations and communities to embrace the dignity and equality of all.

“Today, I continue to see the ripple effect that results in daily changes in people’s lives, activism and community service,” said Jason Hayes, creative director of Prideful. “And I’m dedicated to the belief that one person can make a big difference.”

proud heroes

Prideful is a brand driven by change and inspiring inclusion, which is why they chose the Matthew Shepard Foundation as their official nonprofit partner. With a goal that goes beyond placing the Pride Flag on their products in June, Prideful’s mission is to create visibility and promote acceptance – one individual at a time. The gender-neutral cosmetics and bath line allows the brand to meet every person’s needs with pride and determination.

This goal is represented in Prideful’s collaboration with the Matthew Shepard Foundation and the effort to work together to “Erase Hate and Paint Love with Prideful”. In addition to recurring financial contributions and highlighting the foundation’s mission on all packaging, Prideful also focuses on spreading the message of love and acceptance through its promotion of Prideful Heroes, LGBTQIA+ influencers representing the brand in the United States and Canada. In partnership with Prideful Heroes, the company will donate to local nonprofit organizations that serve the queer communities where Prideful Heroes live and work.

Since its inception in 1998, The Matthew Shepard Foundation has fought to erase hate and replace it with love, acceptance and understanding. Pledged to continue the work Matt began as a young advocate, the Foundation helped launch the nation’s first federal hate crimes legislation with the passage of the Matthew Shepard and James Byrd, Jr. Hate Crimes Act. Prevention Act in 2009; provided hate crime prevention training to over 1,400 law enforcement officers and prosecutors; created a dialogue about hate and acceptance in communities around the world; and has built a strong collection of resources to support the Laramie Project and other legacy works inspired by Shepard’s story.


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