Updated October 29, 2019
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Courtesy of Billie

Razor and body brand Billie has a history of challenging outdated beauty standards when it comes to women’s body hair. For starters, it was the first brand to ever put actual body hair in a women’s shaving ad. Since then, Billie has launched several groundbreaking campaigns, including Project Body Hair and Red, White, and You Do You, to help normalize hair as a natural, beautiful part of a woman’s body.

Now, Billie is the first women’s brand to participate in Movember, a charitable movement that challenges people to grow a mustache and raise money for prostate cancer awareness.

In addition to creating its own ad campaign that encourages women to grow their facial hair, Billie has also vowed to match 100 percent of contributions to its Team Billie Movember campaign up to $50,000, according to a press release sent via email. ‘Stache or no ‘stache, you can donate here to help Movember fund groundbreaking work in prostate cancer, testicular cancer, mental health, and suicide prevention.

Courtesy of Billie

Billie’s new campaign, which you can join today, features women of many shapes, sizes, and races flaunting their facial hair, reminding the world that women have mustaches, too.

In a video promoting Billie’s new initiative, the brand draws attention to the fact that many women go through a lot to hide their upper-lip hair, including waxing, plucking, shaving, and laser hair removal. And while body hair of any kind is a personal choice, the truth is, every woman has some form of a ‘stache—and it’s about time that wasn’t such a huge secret.

From pro hairstylist Caitlin Ford’s viral rainbow-colored armpit hair to Halsey’s unshaved pits on the cover of Rolling Stone, visible body hair has been a hot topic lately. While some people have applauded these women for owning their unshaved looks, plenty of others continue to express their shock and even anger at the sight of any body hair on a person who doesn’t identify as a man.

Of course, that’s exactly why brands like Billie are dedicated to disrupting the narrative around female body hair: to remind people that shaving—or hair removal of any kind—should be a choice, not an expectation.

This story originally appeared on by Faith Brar.