Rainbow graphic with equity and inclusion illustrations

Together we
care with

Together we care with PRIDE

In 2011, the CARE WITH PRIDE® initiative was created to champion full equality, inclusivity, care and representation for the LGBTQIA+ community. Twelve years later, we’ve raised more than $1.5 million for LGBTQIA+ advocacy organizations and our mission continues.


Championing full equality, inclusivity, care and representation heart icon

We are celebrating LGBTQIA+ families and supporting Family Equality, an organization dedicated to advancing legal and lived equality for LGBTQIA+ families and those who wish to form them.


Proud to care

CARE WITH PRIDE® consumer brands have created limited edition Pride products to celebrate our commitment to equality, inclusivity, care and representation. These products will be available at select retail partners: Walgreens, Kroger, CVS, Amazon, Rite Aid, Ulta, Nordstrom, Harris Teeter, Wakefern, and Boxed.

Amazon logo
Kroger logo
Boxed logo
CVS logo
Harris Teeter logo
Meijer logo
Nordstrom Rack logo
RiteAid logo
Ulta logo
Walgreens logo
Wakefern logo

Together for equality, globally united

Bebe logo - be you be true
Bebe logo - be you be true

German skin care brand bebe® joins the CARE WITH PRIDE® initiative

In May 2023 bebe® joined the CARE WITH PRIDE® initiative. The well-known German skin care brand is thus building on its four core themes of friendship, community, light-heartedness, and openness.

Seit Mai 2023 ist bebe® ein Teil der Initiative CARE WITH PRIDE®. Damit knüpft die bekannte deutsche Hautpflegemarke an ihre vier Kernthemen Freundschaft, Gemeinschaft, Unbeschwertheit und Offenheit an.

In summer 2022 bebe® completed its repositioning with the new brand message “Be you. be true”. Now bebe® joins 12 other Kenvue brands within the Care With Pride® Initiative. With the collaboration, the brand is now expanding its commitment to inclusivity, equality and the representation of all people within the LGBTQIA+ community.

Bereits im Sommer 2022 hat sich bebe® passend zur Markenbotschaft #beyoubetrue mit einem neu ausgerichteten Markenauftritt positioniert. Seitdem prägen mehr Authentizität & Vielfalt die Themen und den Markenauftritt von bebe®

bebe® will reinforce their engegament just in time for Pride Month in June with its own social commitment and tailor-made marketing measures: At the start, consumers can look forward to a limited bebe® Pride Edition of the popular cleansing wipes and facial care products. bebe®'s active participation in Cologne's Christopher Street Day (CSD) in July will also attract a great deal of attention. Whether local sponsoring, event participation or influencer cooperation: Consumers can look forward to the diverse commitment of the popular skin care brand – in the spirit of equality.

Ob lokales Sponsoring von gemeinnützigen Organisationen wie z.B. dem CSD e.V., Event-Teilnahme oder Influencer-Kooperationen: Konsument:innen dürfen gespannt sein auf das vielseitige Engagement der beliebten Hautpflegemarke – ganz im Sinne der Gleichberechtigung.

bebe german blue pride packaging
bebe german pink pride packaging