Natural cosmetic brand Lush has launched a new campaign #TransRightsAreHumanRights in a bid to encourage its consumers to align themselves with the trans community and raise awareness for their plight.

Launched in partnership with Canadian Centre for Gender and Sexual Diversity and the National Center for Transgender Equality, Lush will offer all proceeds, bar taxes, of the Inner Truth Bath Melt to organizations dedicated to the development of the trans community. The goal is to raise $450,000 through the initiative.

Speaking in a statement, Lush said, “There is still so much work to be done,” the brand said in a statement. “We hope our campaign will spark conversations and educate all of us how to become better allies to the transgender and non-binary community. It is up to all of us to raise awareness on the discriminations and dangers transgender people, including our employees, face every day.”

Other ways the campaign will take shape include the launch of a digital hub – lushusa.com/transrights – that will educate on trans topics, as well as Lush staff distributing 75,000 ‘How to be an ally’ pocket manuals in stores across the US, while a select 16 stores throughout the US and Canada will host community events. The campaign will also run across the brand’s Snapchat account @lushfreshsnaps.

All Lush stores will also have window displays featuring inspiration trans quotes – sharing an insight into how it feels to be transgender in 2018. These include, “The way I choose to present myself doesn’t make my identity any more or less valid.”