Pantene has teamed up with GLAAD to launch a new campaign tackling conventional standards of beauty. The campaign, “Don’t Hate Me Because I’m BeautifuLGBTQ+”, retunes their iconic 1986 advertisement, “Don’t hate me because I’m beautiful.”

Hair often plays a vital part in crafting visual identity and transformation. Starring a number of people from the LGBTQ+ community, the campaign celebrates freedom of expression through hair that defies norms, stereotypes and the gender binary. Pooya Mohseni, an Iranian trans activist who was once jailed in her home country for having hair that was too long, also appears briefly.

Following recent global campaigns in the Philippines and the U.K. that showcase transgender beauty, the “Don’t Hate Me Because I’m BeautifuLGBTQ+” campaign marks Pantene’s commitment to continue the work for diversity, representation and inclusion for the LGBTQ+ community.