Ulta Beauty has tapped Meena Harris and artists Timothy Goodman and Emmy Star Brown for its latest campaign.

Dubbed Beauty&, the campaign goals to “encourage all to reclaim beauty on their very own terms,” per an announcement from the retailer. It encompasses a podcast launch, a limited-edition T-shirt collection and a $200,000 donation to the Jed Foundation, which serves mental health causes for teenagers and young adults.

“As an industry leader, we imagine we’ve got a responsibility to drive progress rooted in positivity, inclusivity, and celebration. Beauty& was born from the insight that the duality of confidence and insecurity in the wonder industry has existed for much too long, and after we focus our energy on the great, beauty can and does deliver. Our comprehensive campaign reflects the various ways we are able to have a good time individuality, resilience, strength, and above all else, the gorgeous possibilities that live inside each of us,” said Karla Davis, Ulta Beauty’s vp of promoting, in an email. 

Harris, who can be the founder and chief executive of Phenomenal Media (and niece of vp Kamala Harris), told WWD the campaign’s message resonated along with her own. “That’s also setting an awesome example for the industry by way of being a frontrunner and fascinated with accessibility, inclusivity and going beyond this DE&I lens to actually take into consideration how we define concepts of beauty and really start with something that’s bringing that equity lens [to the industry],” she said.

Harris, who worked as a contract makeup artist in college, didn’t rule out other ways she could change into involved in beauty. Last yr, she collaborated with Live Tinted on a Diwali-themed gift box; prior to that, she served as a muse for Monday Haircare.

“I’d love to assume, pondering from the Phenomenal perspective, of expanding our product assortment, whether that’s a marketplace where we feature products from other women-owned brands,” she said. “My secret is I’m at all times trying to search out how I can get my personal passions into what we’re doing at Phenomenal. Cooking and sweetness are definitely up there, top of my list.”