The fall season marks the arrival of Movember, the month-long movement during which guys all over the world commit to growing mustaches and facial hair to support male health issues. But now, backed by female shaving brand Billie, women are joining the cause too by showing off their own ‘staches.

The brand is encourage females to partake in the movement by proudly displaying and sharing their own whiskers in a new online film starring real women with real whiskers. It’s a fitting move since Billie has stood out, ironically, by trying to “normalize” female body hair—its past campaigns have featured women proudly sporting bikini line and armpit hair. 

Company founder Georgina Gooley says Billie put a casting call out on Instagram, seeking women who proudly wore ‘staches in their pics. “The models Billie partnered with didn’t even have to grow their hair out for the shoot—they’d just been wearing their mustaches confidently for a while,” she says. 

“The team had a fun day on set—there was a lot of laughing and commiserating about past pressures to hide their ‘staches from the world,” she adds. “We’re hoping to destigmatize upper lip hair and empower women to feel confident with having hair there. We’d love it if having a mustache was just as normal for women, as it is for men.”

Billie’s campaign is encouraging consumers to donate to the Movember movement, and the company will be matching 100% of all contributions, up to $50,000.