On November 20, the world celebrated Transgender Day of Remembrance and haircare brand Pantene joined in the various ways to honor the day, hoping to shed a light on the struggles that trans men and women face in salons, with a brand new campaign in collaboration with the Dresscode Project.
Founded in 2017, the Dresscode Project is a global initiative that aims to create and foster gender-affirming salons and barbershops — making the partnership with Pantene a perfect alignment. The campaign launched from the two brands aims to further the mission of the Dresscode Project, creating salons where trans and non-binary people can feel safe and welcome.
According to Dazed Beauty, Pantene conducted a survey with 200 people who identify as trans or non-binary and found that almost the majority of those polled — 93%, to be exact — recalled being misgendered while at a salon. Additionally, the brand found that a large amount of those surveyed also reported being anxious and stressed when entering a salon.
With this information at hand, Pantene aimed to address these issues with their new campaign by enlisting the Dresscode Project. For the collaboration launch, Pantene released a short film called "The Power of Hair," featuring multiple trans and non-binary activists — including Paris Lees, Ángela Ponce, Travis Alabanza, and Lea T — speaking on the power of having great hair that makes them feel confident and happy. "Finding my identity was finding how I want people to see me, and hair is such a big part of that," Travis says in the video, "and I think now I'm starting my journey with my hair."
Since its genesis, the Dresscode Project has fostered multiple initiatives to aid the trans and non-binary community including the Gender Free Hair Cut Club, which brings top professional hairstylists to LGBTQ2S+ youth at no cost. According to Dazed Beauty, Pantene will be making a donation to the Dresscode Project for every share the video receives through December 3. So get to sharing!
Let us slide into your DMs. Sign up for the Teen Vogue daily email.
Want more from Teen Vogue? Check this out: 10 Queer-Led Fashion Brands to Support This Pride Month And All Year Round
Originally Appeared on Teen Vogue