Out lesbian makeup artist Shirley Pinkson cofounded W3ll People, which was born out of her experience working with other LGBTQ+ clients. "I've worked with a lot of lesbians who don't want to wear makeup," she told Curve Magazine. "But what they do want is, they all want to look good. Everybody wants to look good." Enter W3ll People, a cruelty-free cosmetics company that sells simple, no makeup-makeup staples like the best-selling Nudist Multi-Use Cream Stick ($24).