We’re proud to announce that LUMENE and IDA WARG Beauty are official Parade Supporters of Stockholm Pride 2025, the largest Pride festival in the Nordics. Both beauty brands are proud to support the Pride community’s ongoing mission to challenge inequality in societal structures, language, and cultural norms.

LUMENE and IDA WARG Beauty are proud to be official Parade Supporters of Stockholm Pride 2025, the largest Pride festival in the Nordic region. Held annually since 1998, this year’s celebration will take place from Monday, July 28 to Saturday, August 2, honouring LGBTQ+ rights, culture, and community through a week of vibrant events. 

“For us, it is clear that human rights belong to everyone. We want to highlight that everyone has the right to freedom, pride, and self-determination. We all should be able to feel beautiful and be proud of ourselves just as we are. We are truly proud to participate in Stockholm Pride with two of our brands,” says Maria Holmlund, Executive Vice President of Lumene Group. 

To mark their debut at Stockholm Pride, the brands will host a series of inclusive events. IDA WARG Beauty will throw a joyful pool party together with influencers Linda-Marie Assergård and Jakob Norlin, spotlighting voices that promote LGBTQ+ visibility and engagement creating a day filled with pride, connection, and celebration. On the main parade day, August 2nd, the brands will kick off the festivities with a pre-parade gathering alongside a group of influencers, before joining the Pride Parade aboard a co-branded truck. 

As part of their commitment to equity and inclusion, LUMENE and IDA WARG Beauty are proud to support the Pride community’s ongoing mission to challenge inequality in societal structures, language, and cultural norms. This partnership reflects Lumene Group’s broader social responsibility efforts, where diversity, equity, and inclusion are central values.