We know that this is both the best and worst times to be LGBTQ+.
Tolerance and acceptance have grown and are now key features of a
civilised society, however, there are still issues to overcome and
wounds to heal.

Here at ALTR, we believe that Pride month is vital. But
rather than flood you with our thoughts on pride, we decided to listen.
At ALTR we want to hear why pride still matters to the LGBTQ+
community, what it means to them and how we can make sure that
tolerance, acceptance, and kindness continues to grow in our society.

Lucas Armitage has carved out a career as one of the UK’s most
successful male influencers. He has worked with ALTR through the
years, and we always love his content and posts for us. However, in a
first for him, Alex asked him his feelings about Pride, what it means for
him and what we can do more of to support the LGBTQ+ community in
the future.

Alex D: How does Pride month affect you? 

Lucas: I have always enjoyed attending pride events over the years
especially 15 years ago when living as a gay man felt quite different. It
was a time to celebrate and feel visible in a world where gay people
were not represented the way they are now.
Recently, whilst I welcome it, pride month can feel like a marketing
exercise for large corporations to be ethically appealing. We all know
consumers are looking to align themselves with brands that they feel
have shared values more and more these days; but how much are the
companies displaying pride flags and creating products actually doing to
effect change? 

Alex D: What more would you like to see from top brands and the
cosmetic industry to make it more inclusive?

I think we can see the way things are going and that’s more gender
inclusive and less binary. Obviously, your brand was created initially to
be aimed at men as there were not many brands that were making
make up for men and the larger brands were very much aimed
exclusively at women. I think going forward, whilst ALTR products are
formulated with men in mind, making them available for everyone
would be a good step forward for the future.

Alex D: How authentic do you believe brands’ approaches to pride are?

I feel a lot of large brands jump on pride as a PR opportunity. How
many of these brands have LGBTQ plus people in board level positions
and what donations are made to help facilitate change? A lot of
rainbow-washing seems to be happening, possibly just so brands feel
like they are keeping up. Of course, where brands are genuinely
engaged with our community, pride activations and initiatives can be
great. I think it’s quite easy to spot when something has an authentic
approach or when it’s purely an easy marketing ploy. 

Alex D: What would you like to see at ALTR to make us more inclusive? 

I think, in general, you have a diverse approach to the content that you
put out, so keep representing all different types of males. Added to
this, maybe explore the idea that whilst ALTR was created out of a need
for men’s’ make up, everyone is welcome to use ALTR products.  


Hearing from Lucas has given us food for thought on how we can
continue to improve as allies of the LGBTQ+ community. At ALTR we
believe that the truly timeless look is being true to yourself and to one
another. Therefore, we have decided to donate 10% of our profits over
the Pride in London weekend to Allout.org . They work tirelessly on
spreading the message of tolerance and inclusivity across the UK and
aim to ensure that our LGBTQ+ brothers and sisters continue to feel
seen, included, and full members of our society.