It’s not often that you’ll find a makeup brand that celebrates who women already are instead of making promises as to what women should be. But when Bill Xaing’s daughter was born, he realized that he could do something to change that. So he created RealHer Makeup, a cosmetics brand specifically designed to inspire and empower women—like the one his daughter will grow up to be.

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Xiang, a cosmetics industry veteran, explains on the RealHer website that when Yarie was born, he realized he was a feminist. “It was striking to me how complicated it is for a girl to grow into a woman in this society, and how society affects a woman’s life,” he writes.

“I try to build the brand to influence women the way I would want any company to inspire my daughter: inspire her to become independent, successful and fulfilled, without telling her she isn’t enough.”

Related: 16 fabulous, famous women coloring pages celebrating our favorite boss ladies.

Then he decided to donate 20% of the brand’s profits to the American Association of University Women to help provide more educational and professional opportunities for women of all kinds.

I mean. This guy!

RealHer’s lovely lipsticks, lip glosses, and lip liners are labeled with inspiring (and admittedly “cute”) affirmations, like I am strong, I’m ambitious, I am unstoppable, and I decide my destiny. Eyeshadow colors are named for powerful qualities like Indomitable and Unshakeable, instead of cutesy puns about celebrities or cocktails or flirting.

What’s more, I love that the products are all  made with natural ingredients, and they’re paraben-, sulfate-, and cruelty-free.

Of course you could argue that makeup itself flies in the face of the “you are good enough” message, or that lip plumper is an oppressive tool of the patriarchy. But we’re going to take the POV that there’s something awesome about allowing all women to be just who they are — and that includes makeup-wearers — while still giving them a little positive affirmation where they might least expect it.

Hey, I Will Succeed is a pretty fantastic message to have in mind as you’re looking in the mirror in the morning before running out the door.

You can find the natural, cruelty-free RealHer Makeup on their website including lipsticks and glosses, eye shadows, and a small selection of brushes and tools.  20% of proceeds are donated to the American Association of University Women. 

An extended line of products for eye, face, skin and lips looks to be coming soon.

h/t Popsugar