Ahead of NYC Pride Weekend, Kiehl's is celebrating and supporting the LGBTQIA+ community through its Love Is Natural campaign, ongoing community partnerships, and Pride activations across New York City. 

This year's programming includes:

• Love Is Natural Campaign
  • Kiehl's 2026 Pride campaign, Love Is Natural, celebrates authenticity, self-discovery, and the freedom to fully express oneself. Created in collaboration with internationally acclaimed artist collective assume vivid astro focus (avaf), the campaign uses vibrant color, abstract forms, and nature-inspired imagery to champion individuality and the many expressions of love and identity. The creative comes to life through out-of-home installations, retail experiences, a Pride Parade float, and social media throughout Pride Month, reinforcing Kiehl's longstanding commitment to uplifting the LGBTQIA+ community.
• Kiehl’s x Go Greek Better Summer Block Party (June 26)
  • To kick off Pride Weekend, Kiehl's is partnering with Go Greek on the limited-edition Better Summer Swirl, a frozen yogurt collaboration inspired by the brand's Better Screen franchise and the growing popularity of froyo as a summer staple. The custom Banana Swirl creation features Banana Swirl frozen yogurt topped with coconut, pineapple, cacao drizzle, and cookie crumble, paired with Kiehl's Better UV Serum SPF 50+ for an unexpected blend of refreshment and sun protection. The launch celebration will feature music, community, and a DJ set from Bravo's "Queen of Caviar," while also spotlighting Kiehl's Open Doors, the brand's year-round initiative supporting underserved communities and LGBTQIA+ youth. The Better Summer Swirl will debut at Go Greek's NYC NoHo location on June 26 and roll out nationwide beginning July 1.
• LadyLand 2026 (June 27)
  • As part of NYC Pride Weekend, Kiehl's will host a VIP activation at LadyLand 2026, New York City's premier queer music festival founded by nightlife icon Ladyfag. The celebration will bring together artists, creators, cultural tastemakers, and community leaders to honor Kiehl's Open Doors, the brand's year-round initiative supporting LGBTQIA+ youth. Featuring performances and appearances from Kim Petras, Romy, Meredith Marks, and more, the activation extends Kiehl's Love Is Natural campaign while highlighting the brand's ongoing commitment to community impact beyond Pride Month.
• NYC Pride March (June 28)
  • Continuing a tradition that began in 2002, Kiehl's will march in the NYC Pride Parade for the 22nd time this year with a Love Is Natural-themed float inspired by campaign creative developed in collaboration with avaf. The float will bring together employees, brand partners, friends, and allies in celebration of Pride and support of the LGBTQIA+ community. As a longtime NYC Pride supporter and official sponsor since 2010, Kiehl's remains committed to fostering visibility, inclusion, and community throughout Pride Month and beyond.

Beyond Pride Weekend, Kiehl's continues its longstanding commitment to the community through:

As part of its year-round Kiehl's Open Doors initiative, the brand is continuing its partnership with the Ali Forney Center for a third consecutive year. Through a $150,000 donation in 2026, Kiehl's will help provide safe housing, counseling, workforce development, and essential support services to more than 2,200 unhoused LGBTQIA+ youth. The partnership underscores Kiehl's ongoing commitment to creating meaningful impact and expanding opportunities for underserved communities beyond Pride Month.

Images courtesy of Kiehl's