Rainbows flooded the streets of New York City and San Francisco on Sunday, with NYC hosting its 57th annual Pride March and San Francisco hosting its 56th Pride Parade.Over 1 million spectators and 75,000 marchers participated in NYC Pride, while 1 million spectators and 25,000 marchers attended Pride in San Francisco. The celebrations marked a return for brands after last year’s hiatus due to policies introduced by the Trump administration limiting DEI initiatives. This year, NYC Pride worked with brand partners including Target, Starbucks and JPMorgan Chase, while San Francisco gained support from brands including Amazon, Apple and Hilton. From “beauty treat” giveaways to surprise performances, some brands went above and beyond for 2026 Pride, both on and off the parade routes. Here’s how four brands celebrated the LGBTQ+ community this weekend.Sally Beauty passed out ‘beauty treats’ in NYCView this post on InstagramA post shared by Rebeka @ NYC for FREE (@nyc_forfree)Sally Beauty hosted a Get the Sally Beauty Scoop activation on 4th Ave., handing out free ice cream scoops and rainbow branded goodie bags. The first 200 passing paradegoers received stashes of Sally Beauty brand nail polish and glitter body spray.IKEA hosted in-store paradesWhile IKEA didn’t launch a parade-route activation for San Francisco or NYC Pride, the company hosted multiple in-store Pride parades in various locations throughout the month of June, with staff waving parade flags through the Swedish furniture stores’ aisles. Throughout Pride Month, Ikea donated up to $50,000 of proceeds – matched with a donation from the company – from its rainbow STORSTOMMA bags to LGBTQ+ hotline and nonprofit The Trevor Project. Additionally, Ikea donated $1 from every rainbow cake sold to Rainbow Railroad, a nonprofit helping LGBTQ+ individuals find safety from violence, criminalization and persecution in their home countries.Tinder and Diesel host Jojo Siwa performance@louislevanti @iamjojoofficial performing Too Little Too Late to kick off NYC Pride was ICONIC @Tinder @Diesel ♬ original sound - LOUIS LEVANTIDating app Tinder and Diesel kicked off NYC’s Pride weekend with a surprise performance from Dance Moms alum JoJo Siwa at BOOM at the Standard High Line for a Pride party with RuPaul’s Drag Race stars and TikTok influencers.Leading up to the parade, Tinder and Diesel launched For Successful Loving, a 17-item Pride collection with co-branded lingerie and sheer tops. The brands also donated $200,000 to Outright International, a nonprofit advocating for LGBTQ+-inclusive hiring practices in Colombia, South Africa, Ukraine and the Philippines.MAC Cosmetics’ Chappell Roan float for NYC Pride@pinkponyarchive MAC cosmetics’ float for the NYC pride parade today was chappell roan x viva glam themed! ⋆✴︎˚｡⋆ via @M·A·C Cosmetics & lesbocine on twitter #chappellroan #goodluckbabe #pinkponyclub #hottogo #midwestprincess ♬ Super Graphic Ultra Modern Girl - Chappell RoanMAC Cosmetics pulled up to NYC Pride with a Chappell Roan-themed float to extend its Chappell Roan X Viva Glam collab. Drag queens, including Lushious Massacr, danced to Roan’s latest hits like Pink Pony Club from the top of the bedazzled float, which featured an enlarged version of the partnership’s lipstick on the side of the double-decker bus.This story first appeared on PRWeek U.S.