The holiday rush for the perfect gift is on. While major retailers offer endless aisles, this season presents a powerful alternative: directing your spending towards businesses owned by queer and trans entrepreneurs. It’s a meaningful way to celebrate community, discover unique products, and ensure your dollars support inclusive economic ecosystems. From vibrant makeup to thoughtful stationery, these brands blend quality with purpose.
Beauty and Self-Expression
For makeup that celebrates identity, look to Artist Couture. Founded by Angel Merino, the brand was born from his personal journey of using cosmetics to explore and express his queerness, blending masculine and feminine aesthetics. What began as a powerful Instagram platform evolved into a line dedicated to closing gaps in the beauty market. Artist Couture delivers high-quality, luxury-feel products at accessible prices, proving that glamour shouldn't require compromise.
In the realm of skincare, the queer-owned brand Malin + Goetz has built a loyal following. Founded by New York City couple Matthew Malin and Andrew Goetz, their line of shampoos, conditioners, and moisturizers is known for clean, effective formulas. The company is committed to being cruelty-free, making it a standout choice for environmentally conscious shoppers or those buying for vegans in their life.
Drag superstar Trixie Mattel channels her iconic, campy style into Trixie Cosmetics. Far more than a celebrity side project, the line offers fun, bold products designed to evoke nostalgia and celebrate a heightened, joyful femininity. As Mattel states on the brand’s site, they strive to create enough variety "so everyone can have their Trixie Moment, whether they’ve been doing makeup for decades or just days." It’s a perfect pick for anyone looking to add a dash of theatrical flair to their routine.
Fashion and Intimate Apparel
Finding comfortable, affirming underwear can be a challenge, which is why TomboyX has become a essential brand. Founded by queer partners Fran Dunaway and Naomi Gonzalez, it offers gender-fluid options like compression tops, tucking bikinis, and period underwear. Their focus on inclusive sizing and design creates a retail space truly crafted for the LGBTQ+ spectrum. For the holidays, their "Holiday Newness" collection features playful prints like pet-patterned pajamas, ideal for cozy gifting.
Some brands embed activism directly into their business model. Bye Gender, under the leadership of owner Devin-Norelle, evolved from a fundraising apparel line for gender-affirmation surgeries. Today, profits from their "Trans is Beautiful" tees, "Bye Gender" pins, binders, and menstrual cups are dispersed more broadly to help cover living costs for trans individuals. Shopping here means your gift directly fuels community support.
Art, Literature, and Queer Spaces
To adorn a home with pride, explore Ash + Chess, a stationery and gift company run by trans-queer couple Ashley Molesso and Chess Needham. Their catalog ranges from motivational art prints to books like The Gay Agenda: A Modern Queer History & Handbook. Each item is designed to uplift and visibly celebrate queer life, making them perfect gifts for sprucing up a bookshelf or sending a meaningful greeting card.
This focus on queer creativity and visibility resonates across Latino media as well. From the groundbreaking work of stars like Valentina Xunaxi to the rich narratives explored in Queer Latino Love Stories, representation is flourishing. Globally, milestones like Karla Sofía Gascón's Oscar history show the growing impact of trans artists.
Choosing where to shop is a conscious act. This holiday season, let your gift list reflect your values. By supporting these queer and trans-owned businesses, you’re not just purchasing a product—you’re investing in a vision of a more inclusive, vibrant marketplace. Happy holidays and happy shopping.
