THE WHAT? L’Oréal Paris U.S. has launched a new limited-edition Color Riche lipstick Red My Lips in shade Le Rouge Liberté as part of its Stand Up Against Street Harassment program in an effort to ‘encourage safe bystander intervention with color expression.’

THE DETAILS The new lipstick is said to be inspired by the beauty company’s NGO partner Right To Be, with L’Oréal Paris U.S. donating 100 percent of the proceeds from each lipstick sold to the charity partner.

Right To Be will help to train more people in how to safely and effectively intervene in situations of street harassment.

THE WHY? The campaign is part of L’Oréal Paris U.S.’s ongoing strategy to advocate for women empowerment. 

According to a press release, “Together with its international NGO partner, Right To Be, local charity partners, and global divisions of L’Oréal Paris, the beauty brand has joined forces to train everyone in the 5Ds methodology by Right To Be, through training sessions in both public spaces and online at StandUp-US.com.”