Shoppers Drug Mart launches Pride-inspired beauty collection

Shoppers Drug Mart is celebrating Pride with its Quo Beauty private brand. 

The Loblaw-owned retail pharmacy chain is launching the limited-edition Quo Beauty Pride collection.

Designed to inspire colorful looks for Pride festivities, the line consists of waterproof eyeliners, an eyeshadow palette, eyelashes, brow stickers, nail polish, a brush set, headbands and sunglasses.

To support the LGBT community, Shoppers Drug Mart is contributing 10% of all sales from the collection, up to $20,000, to PFlag Canada, the retailer said.

“With over 50 products, the Quo Beauty Pride Collection is one of the most colourful and playful collections in our history,” said Kelly Jessop, vice president of category management at Shoppers Drug Mart. “It’s about inclusivity, acceptance, and the celebration of self-love with a line that sparks creativity and is easily accessible to our customers.”

To promote the line, Shoppers Drug Mart has partnered with TV personality and drag performer Priyanka. "I love creating new looks, and celebrating Pride lends itself to getting creative," Priyanka said. "The range of bold colours in this collection really spoke to me, and I can't wait to see what Canadians will do with it."

Available online and in-store from May 22 to June 18, the Quo Beauty Pride line is vegan, cruelty-free, PETA-certified and contains minimal packaging, the company said.

This article appeared at StoreBrands.com.