The iconic haircare brand will be raising awareness throughout June.

By Kayla Greaves
Jun 01, 2021 @ 1:20 pm
John Freida x GLSEN
Credit: Courtesy

With June 1 marking the official start of Pride Month, iconic haircare brand John Frieda is partnering with GLSEN — an organization founded by teachers in 1990 to create better learning environments for LGBTQ+ youth — to help push the non-profit's mission forward.

"We couldn't be more thrilled and honored that John Frieda has stepped up for us and the LGBTQ+ community in such a dynamic, pivotal way," Melanie Willingham-Jaggers, GLSEN's interim executive director said in a statement. "More than at any other point in the year, Pride month is an opportunity to get the word out about GLSEN's mission of creating safer school environments for LGBTQ+ youth around the country. When schools are safe for LGBTQ+ students, they are safe for all students. Having a globally recognized beauty powerhouse like John Frieda at our side, motivating all through its inspiring 'Tie Up Your Hair, Not Your Identity' campaign, brings the attention needed to help make our goal of promoting safety and inclusivity for LGBTQ+ reach a larger audience."

The Pride-inspired rainbow packaging will be accompanied by "Tie Up Your Hair, Not Your Identity" signage and content for Target and Amazon shoppers. Products will also hold a special message stating the brands commitment to creating a more inclusive world for the LGBTQ+ community:

"John Frieda is a brand built on helping people find the power in who they are, and making the very most of it. While hair does not define one's identity, we recognize hair can be an integral part of gender identity and gender expression. That's why we've partnered with GLSEN, helping to create safe and inclusive schools for LGBTQ+ students, regardless of sexual orientation or gender identity. Together, we believe when you identify the things that make you, you, that's true beauty."

john frieda
Credit: Courtesy

Packaging aside, the well-known haircare brand will also be working with prominent LGBTQ+ figures throughout the month to share their stories across social media platforms. First up? Leyna Bloom, the first transgender woman of color to be a part of Sports Illustrated's Swim Edition as well as the first openly transgender woman of color to be a lead actress at the Cannes Film Festival.

VIDEO: Miley Cyrus Unleashed All the Rainbows for Her Pride Concert Performance

"We're seizing this crucial moment to support GLSEN in its ever more important work," Sean Johnson, brand marketing at John Frieda shared in a statement. "Inclusivity is core to the John Frieda's brand values, and we're excited to help build awareness through dedicated Pride packaging with Teleties, high-impact retail and Amazon signage and a comprehensive social media campaign celebrating inclusivity and spotlighting our diverse brand fans."