Benefit Cosmetics Rainbrows Returns for Pride

This year’s Pride Month saw the return of Rainbrows, Benefit Cosmetics’ heartfelt campaign celebrating LGBTQIA+ communities through personal storytelling. Now in its fifth season, Rainbrows 2025 built on the emotional legacy of past years with a powerful theme: letters to our younger selves.

Held on Saturday 5 July at Benefit’s flagship Carnaby Street boutique in London, the event created space for reflection, connection, and celebration. Visitors were invited to pen their own letters, mirroring the campaign’s core cast of queer voices who shared deeply personal messages of self-love, resilience, and growth. These letters, both from the cast and the public, will be returned to their authors one year later, continuing the conversation beyond the moment.

The project was led once again by Ryan Lanji, cultural curator and Executive Producer, who described Season 5 as a “deeply personal” endeavour rooted in self-reflection. “Before we can stand for others, we have to stand with ourselves,” he said.

This year’s cast featured influential figures from across the queer spectrum, including actor and singer Jason Patel, drag artist Lill (RuPaul’s Drag Race UK), asexual activist Yasmin Benoit, and dancer-presenter Austyn Farrell. Each contributed a letter expressing a message they wished they’d heard growing up — from “You are in fact just enough” to “It really does get better.”

Lucinda Jupp, Marketing Director for Benefit Cosmetics UK & Ireland, called the campaign a “celebration of lived experience” and praised the emotional honesty shared by both cast and community: “We hope our customers felt inspired to write their own letters and connect with others through Rainbrows.”

Season 5 marked another milestone in Benefit’s ongoing commitment to LGBTQIA+ inclusion and education. As the No.1 Prestige Brow Brand globally, the brand continues to use its platform to spotlight diverse identities and create space for underrepresented voices.