Both beauty brands aim to promote social dialogue around equality and equity. LUMENE and IDA WARG Beauty support the Helsinki Pride community’s year-round work for the rights, inclusion, and well-being of sexual and gender minorities.

LUMENE and IDA WARG Beauty are official Support Partners of Helsinki Pride 2025. Finland’s largest human rights and cultural event is celebrated in the capital region. Pride Month is celebrated throughout June, with Helsinki Pride Week taking place from June 23 to June 29

LUMENE and IDA WARG Beauty want to promote equity and human rights in the society. As official Support Partners, both brands are involved in promoting the Pride community’s ongoing goals to eliminate inequality in the society’s structures, culture, and language as well as values and norms. The partnership is part of Lumene Group’s social responsibility work, where diversity, equity and inclusion play an increasingly prominent role.

“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,” says Maria Holmlund, Executive Vice President of Lumene Group.

LUMENE is the official partner of Helsinki Pride for the fifth consecutive year, while IDA WARG Beauty is joining as a partner for the first time. For consumers, the Pride partnership is especially visible on LUMENE’s and IDA WARG Beauty’s social media channels, as well as at the Lumene Group’s factory store in Kauklahti, Espoo.