L’Oréal Australia has been announced as a partner for the 2020 Sydney Gay and Lesbian Mardi Gras, a move that is in line with the company’s “beauty for all” global mission. The event runs from 14th February to 1st March and has the theme of ‘what matters’, with L’Oréal said to be also encouraging staff to express themselves, “regardless of who they are, where they come from, what they believe in or who they love.” Its global mission focuses on advocating diversity, inclusion, equity and social justice. And with the wave of conscious consumers increasingly seeking authenticity from brands, it’s a timely move.