Reports emerged that Letual, a nationwide cosmetics store chain, began altering the packaging of Unicorn Approve brand products after a notice circulated on the Telegram channel known as “Attention, news.” The claim asserts that frontline staff were instructed to obscure the distinctive rainbow motifs on the packaging, effectively muting the unicorn imagery. In some descriptions, the unicorn’s mane was depicted as pink; in others, a rainbow palette was noted. The reporting suggests that the modification was systematic and intended to affect all stock on shelves across multiple locations.
According to a representative from one Moscow location who spoke to journalists, the directive to conceal the rainbow branding followed a broader policy decision. The store personnel were told that visibility of LGBT symbolism on products could provoke public contention, and that the measure was initiated after LGBT advocacy groups were deemed extremist entities by official authorities. The timing of this instruction aligns with a wider climate of government sanctions and public caution surrounding nontraditional relationship narratives in the region.
On November 30, 2023, the Supreme Court of Russia ruled to label the International LGBT Movement as extremist, and its activities were subsequently banned within the country. This development occurred within a broader legal framework that restricted LGBT propaganda among Russian citizens of all ages and became effective in December 2022. The legal status of such organizations has shaped how retailers and public-facing brands address any association with LGBT themes in their marketing and packaging strategies.
INSIDE documents referenced by the ministry of justice describe the International LGBT Social Movement as having originated in the 1960s United States, framed as part of birth control policy efforts. The materials suggest the movement promoted non-traditional family arrangements and advocated for changes in social norms. In the Russian context, officials indicate that a substantial number of individuals who supported LGBT ideology were identified within the country, highlighting ongoing tensions between international advocacy, domestic policy, and public reception.
Earlier coverage noted a separate incident involving a Russian woman who was detained over rainbow-themed earrings and was reported to be planning an appeal. This case underscored the sensitive dynamics at play around symbols associated with LGBT visibility and the evolving standards for public expression in everyday life. Across these developments, observers note a broader pattern in which corporate branding, consumer products, and personal attire intersect with political and cultural debates, influencing how retailers present their goods and how customers perceive them.