In the run-up to International Pride Month in June and to launch its Beauty Without Bias campaign to promote diversity and inclusion in the beauty industry, Superdrug has collaborated with vlogger and beauty influencer Salih Cikikcioglu, 24, (Salihsworld on YouTube and Instagram), to produce a series of mini-documentaries exploring issues affecting the LGBTQ+ community.

Created for Superdrug by The River Group, the five mini-documentaries went live on the SuperdrugLoves YouTube channel last week, with the final going live in June for International Pride Month.

The first film is Meet The Beauty Boys, in which Salih chats to three men who love to experiment with makeup and finds out more about the growing acceptance of men wearing makeup and those who have paved the way. This is followed by documentaries exploring issues such as LGBTQ+ body image, trans role models, safer sex and finding support in the community.

In May, a series of Pride makeup tutorials will go live on Superdrug’s YouTube channel, showcasing how to have fun and try bold new looks for Pride celebrations. Content on the series will also be featured on the SuperdrugLoves social channels as well as on the Superdrug.com blog.

Salih, aka The Eyebrow King, has established himself both as a style and beauty influencer and a source of inspiration for the young LGBTQ+ community. He has 306k Instagram followers and 56k subscribers to his YouTube channel. 

Simon Comins, Superdrug commercial director commented: “We have always been a great supporter of Pride and this year are delighted to really celebrate Pride and what makes it unique kicking off the activity with this new video content.”