Gwyneth Paltrow, Naomi Watts and Jonathan Van Ness back gender diversity in celebrity beauty campaign

BeautyUnited created social video to battle anti-LGBTQIA+ legislation in the U.S.

Published On
Sep 21, 2022

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Gwyneth Paltrow, Naomi Watts and Jonathan Van Ness are among a celebrity cast appearing in a new campaign from beauty industry body BeautyUnited to battle anti-LGBTQIA+ legislation in the U.S., starting with a video making its debut today. 

The “Gender Diversity Is Beautiful” video aims to drive awareness and education around rights for trans and gender non-conforming people, pointing to 240 pieces of anti-LGBTQIA+ legislation introduced in states nationwide so far in 2022. 

The campaign is the brainchild of Moj Mahdara, co-founder and co-chairperson of BeautyUnited alongside Mazdack Rassi, co-founder of Milk Studios and Milk Makeup. Author and activist Alok Vaid-Menon served as campaign director, with Jonathan Burford overseeing creative execution. 

“As someone who is a [gender non-conforming], non-binary, queer person, the path to my true self has taken a long time,” Mahdara said in a statement. “This work is deeply personal. My passion is deeply personal. From inclusivity in the workforce, to representation across all ranks of business, and adequate representation in benefit packages, including healthcare, change needs to happen. As someone who recently underwent top surgery, I first-hand witnessed the prejudice within the healthcare package.”  

BeautyUnited is an industry organization launched in April 2020 in response to the COVID-19 pandemic, initially to raise financial resources for frontline responders. To date, it has raised more than $8.2 million for a Frontline Responders Fund through a #WeStandUnited video and Shop BeautyUnited Day programs.  

Following the George Floyd murder and related unrest, the group launched a BeautyUnited Mentorship program to provide funding and opportunities for Black and Indigenous founders within the beauty and wellness industry.  

And with the new gender diversity initiative the group is expanding its mission further. The group is issuing a call for leaders in the beauty industry and elsewhere to donate to the Transgender Law Center and visit for information on what brands can do to better support the LGBTQIA+ community. 


Sep 21, 2022
Client :
Director :
Alok Vaid-Menon
Creative Director :
Jonathon Burford
Videographer/Editor :
Jillian Iscaro

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