Kiehl’s Rallies for Pride Month with Love Letters Campaign

Kiehl’s Since 1851 is expanding its longstanding mission to support the LGBTQIA2+ community through its new “Love Letters” Pride campaign. The campaign highlights the brand’s Open Doors platform – a year-round commitment to supporting LGBTQIA2+ homeless youth.

To further support the mission, Kiehl’s continues its philanthropic partnership for the second consecutive year with the Ali Forney Center, a nonprofit that provides LGBTQIA2+ youth with warm, supportive environments to escape the streets and prepare them for independent living. Their services include a 24/7 drop-in center, transitional housing, job readiness training and health resources.

In 2025, Kiehl’s has committed to donating $150,000 to the Ali Forney Center to help provide safe, temporary housing as well as life-saving and developmental services to over 2,200 LGBTQIA2+ homeless youth.

Love Letters for Emotional Health

To further promote the safety and wellbeing of LGBTQIA2+ youth, Kiehl’s is launching its “Love Letters” campaign to provide a safe emotional space for the community. Through this campaign, the brand is offering safe physical spaces and is providing its community with safe emotional spaces, too. Kiehl’s has joined forces with LGBTQIA2+ creators, such as Alyssa Edwards from RuPaul’s Drag Race, community members and local nonprofit partners to share heartfelt letters of appreciation to those who gave them a safe space to be their authentic selves. As Kiehl’s comes together to celebrate the LGBTQIA2+ community this Pride, they want to help others share their story, loud and proud. They’re inviting all to take pen to paper to honor the safe spaces they’ve discovered or created for themselves and others, along their journey.

“For over 170 years, Kiehl’s has been a leading brand in inclusivity and care no matter the form,” said John Reed, general manager of Kiehl’s Since 1851. “Our continued partnership with the Ali Forney Center reflects our enduring commitment to creating safe, supportive spaces for LGBTQIA2+ youth and uplifting the communities that have always been at the heart of our brand.”

Open Doors

In addition to the partnership and campaign, Kiehl’s is continuing their work via the Open Doors platform, launched in select countries in 2024, in which the brand partners with local nonprofit organizations worldwide to provide those in need with necessities to live and resources to thrive.

Kiehl’s has a rich history of advocacy supporting the LGBTQIA2+ community dating back to the late 1980s. From supporting various HIV/Aids organizations to launching philanthropic initiatives and sponsoring NYC Pride – efforts that have collectively culminated in over $1.4 million donated to LGBTQIA2+ causes since 2015.

“We are immensely grateful and humble to Kiehl’s for their unwavering partnership and generous support of the Ali Forney Center. As a brand deeply committed to community impact, Kiehl’s has played a vital role in helping us provide life-saving services to LGBTQIA2+ homeless youth,” said Alex Roque, president and executive director of the Ali Forney Center. “Their dedication goes beyond philanthropy; they have stood beside us as true allies in our mission to protect and empower some of the most vulnerable members of our community. Together, we are creating a more compassionate world where all young people are given the opportunity to thrive and their courage and beauty the opportunity to shine.”