Pantene, the renowned beauty company known especially for their Pro-V products and their famous advertisements from the ’80s which featured supermodel Kelly LeBrock saying, “Don’t hate me because I’m beautiful,” is now being known for something else…their inclusivity.

Earlier this month, the beauty company launched their Home for the Holidays video series, along with the hashtag #BEAUTIFULGBTQ. The series highlights different members of the Trans Chorus of Los Angeles. Watch the opening trailer below:

The trailer begins with “137 million Americans will travel home this holiday season…”

Followed by, “44% of LGBTQ people feel they can’t come home as their true selves.”

But what follows is uplifting stories, showcasing that it’s ok to be who you truly are. Ilaria Resta, of Procter and Gamble (Pantene’s parent company), stated, “Hearing these LGBTQ individuals speak about the trials and triumphs of going home for the holidays—as well as their irrepressible desire to be their true selves—will inspire others in the community and remind us all what true beauty is about.”

The series follows:

Steven from California

MJ from California

Miliana from Florida

Crystal from Virginia

The videos have since gone viral, being covered by CNN, Advocate, and the Washington Blade, among many others. Ellen DeGeneres even shared the video on her Twitter:

https://twitter.com/Pantene/status/1202312203187236864

On top of creating the video series, Pantene has also pledged $100,000 to Family Equality, a national nonprofit that fights for rights for lgbtq+ families, lgbtq+ people who want to start a family.