Science-backed wellness brand takes a refreshingly different approach to Pride Month celebration
While most brands rush to rainbow-ify their logos for Pride Month, wellness supplement brand Be. is painting the town – and their entire social media grid – in a different shade of support. Instead of temporary logo changes or performative posts, Be. has transformed its Instagram presence into a living, breathing VIBGYOR spectrum that celebrates diversity through visual storytelling.
Beyond the Rainbow Washing, in an era where Pride Month often sees brands making superficial gestures, Be. has chosen substance over symbolism. Their innovative approach involves curating their entire Instagram grid to represent the colors of the spectrum – violet, indigo, blue, green, yellow, orange, and red – creating an artistic celebration that goes beyond conventional Pride marketing.
What sets Be.’s approach apart is its consistent commitment to LGBTQIA+ collaboration throughout the year. The brand regularly partners with influencers and creators from the community, not as a Pride Month strategy, but as part of their core brand values. The brand believes in being authentic rather than just appearing supportive, and is committed to creating genuine, year-round representation.
True to their science-backed approach to wellness, Be.’s VIBGYOR grid represents more than aesthetic appeal. Each color tells a story, featuring their products against carefully curated backdrops that celebrate the full spectrum of human experience – from wellness journeys to lifestyle moments.
