It’s about to be Pride season, the time of year when brands cash in on “diversity” and emblazon a bunch of crap with the rainbow flag.

Every once in a while, however, a brand does something that actually moves the LGBTQ community forward. Take the latest ad from Gillette, which was posted on Thursday and which features a young trans teen from Canada by the name of Samson Bonkeabantu Brown, shaving for the first time.