New Cosmetic And Bath Brand Prideful Enters Partnership With Matthew Shepard Foundation
“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 am devoted to the belief that one person can make a big difference.”
Prideful is a brand motivated by effecting change and inspiring inclusion, which is why they have selected the Matthew Shepard Foundation as their official nonprofit partner. With an objective that goes beyond placing the Pride Flag on their products during June, Prideful’s mission is to create visibility and to promote acceptance – one individual at a time. The non-gender specific cosmetics and bath line allows the brand to cater to each individual person with pride and purpose.
This purpose is represented in Prideful’s collaboration with the Matthew Shepard Foundation and the effort to work together to “Erase Hate & Paint Love with Prideful.” In addition to recurring financial contributions and highlighting the foundation’s mission on all packaging, Prideful is also focused on spreading the message of love and acceptance through its promotion of Prideful Heroes, LGBTQIA+ influencers representing the brand throughout the US and Canada. In partnership with the Prideful Heroes, the company will be making donations to local grassroots nonprofits that serve queer communities where Prideful Heroes live and work.
Since its formation in 1998, the Matthew Shepard Foundation has fought to erase hate and replace it with love, acceptance, and understanding. With a commitment to continuing the work that Matt started as a young advocate, the Foundation has helped pioneer the country’s first federal hate crimes legislation with the passing of the Matthew Shepard and James Byrd, Jr. Hate Crimes Prevention Act in 2009; provided hate crimes prevention training to over 1,400 law enforcement officers and prosecutors; created dialogue about hate and acceptance within communities around the world; and built a robust collection of resources to support the Laramie Project and other legacy works inspired by Shepard’s story.