Dry shampoo brand Batiste goes to school.

In honor of Mental Health Awareness Month in May, the brand will likely be hosting experiential “Refresh and Reflect” activations at UCLA, Texas A&M University and a 3rd to-be-announced college, with the aim of supporting the emotional and social well-being of Gen Z.

To further its commitment to the cause, Batiste has pledged a $120,000 initial donation to mental health nonprofit Lively Minds, and enlisted the assistance of licensed psychotherapist Courtney Tracy — who counts greater than 1.8 million TikTok followers — for its inaugural Refresh and Reflect initiative.

“With the mental health of Gen Z becoming a growing concern in our country, we were inspired by Lively Minds’ mission to open up that conversation with students during their most childhood,” said Stacey Ramstedt, vp of selling at Batiste.

The Refresh and Reflect kickoff event at UCLA will consist of a 45-minute fitness class, followed by Q&A session hosted by Tracy and a to-be-revealed fitness influencer, which can seek to handle and support students through any burdens and unmet emotional needs they’re grappling with. Students may also be encouraged to refresh their hair afterward using Batiste products at “Refresh and Reflect” mirror stations.

“Batiste has at all times sought to avoid wasting consumers’ time in order that they can do more of what they love, and with this [initiative], we would like to present them the tools and techniques to assist themselves once they do put aside that point to give attention to their well-being,” said Ramstedt, adding that this marks the dry shampoo brand’s first cause-driven marketing campaign so far, with potentially more to return.