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Kiehl's Celebrates Pride Month with 'Love is Natural' Campaign

As Pride Month unfolds, Kiehl's Since 1851 is kicking off their heartfelt campaign titled 'Love is Natural.' This initiative aims to honor the LGBTQIA+ community by celebrating the beauty, strength, and individuality that come with self-acceptance and freedom. In 2026, Kiehl's reaffirms its commitment through vibrant, inspiring experiences that encourage everyone to express their authentic selves.

The campaign, designed in collaboration with the renowned artist collective assume vivid astro focus (AVAF), transforms Kiehl's spaces into colorful, immersive environments that reflect the joyful dynamism of queer identity. As Kiehl's stores and digital platforms showcase this bespoke artistic installation, the message is clear: love in all its forms deserves recognition and celebration.

Founded on the principle that identity should be embraced rather than explained, 'Love is Natural' highlights Kiehl's longstanding dedication to uplifting LGBTQIA+ voices. John Reed, the General Manager of Kiehl's Since 1851, emphasized, "For 175 years, Kiehl's has been committed to supporting the communities we serve." The brand is particularly proud to continue its collaboration with the Ali Forney Center for a third year, further demonstrating its dedication to social responsibility and community support.

The Ali Forney Center, hailed as the largest non-profit organization in the United States that focuses on protecting LGBTQIA+ youth from homelessness, plays a pivotal role in the campaign. Kiehl's commitment includes a donation of $150,000 to assist the center’s mission, which includes providing safe housing, job readiness training, healthcare access, and a 24/7 drop-in center for youth in need. With 40% of unhoused youth in the U.S. identifying as LGBTQIA+, the urgency of supporting these individuals cannot be overstated.

This partnership is vital not only in providing immediate relief to those on the brink of homelessness but also in empowering young people to build a future for themselves. The center boasts an impressive statistic: 80% of its youth graduate into independent living after utilizing their programs. This astounding success rate showcases the critical impact that the Ali Forney Center makes in the lives of LGBTQIA+ youth.

Kiehl's philanthropy doesn’t end with this campaign. Since the late 1980s, the brand has actively supported a variety of LGBTQIA+ causes, including HIV/AIDS organizations and initiatives focusing on mental health. To date, Kiehl's has contributed more than $1.4 million globally to such important endeavors, demonstrating a comprehensive approach to community engagement.

Artistic installations by AVAF are designed to evoke a vibrant ecosystem that embodies growth, liberation, and daring self-expression. The organization creatively aligns color and imagery to convey messages of diversity and inclusion. By transforming conventional perceptions surrounding gender, class, and individual identity through art, Kiehl's and AVAF encourage patrons to participate in this living celebration of love and respect.

As Alex Roque, the President and Executive Director of the Ali Forney Center, put it, "Kiehl's has been an extraordinary partner, standing with us not just in words, but in action." This sentiment captures the essence of the collaboration and emphasizes the collective responsibility to uplift marginalized communities.

As customers engage with Kiehl's offerings during this Pride Month and beyond, they will find themselves part of a movement that not only celebrates love but also confronts society's challenges head-on. The 'Love is Natural' campaign stands as a beacon of hope, a reminder that through unity, support, and vibrant expression, we can build a future where all love is celebrated.

For more details on Kiehl's Open Doors, the ongoing partnership with the Ali Forney Center, and ways to support the LGBTQIA+ community, visit Kiehls.com.