For three decades, on October 11, the LGBTQ+ community and its allies have celebrated National Coming Out Day—a positive celebration of individuality and expression that encourages everyone to share their truth with the world and celebrate inclusivity. For many in the community, hair plays a pivotal role in their transformation moment with 60% of LGBTQ+ persons saying they changed their hair when coming out.

Now, in support of National Coming Out Day, Pantene is continuing its commitment to sharing diverse stories of transformation by releasing its second installment of its award-winning “Don’t Hate Me Because I’m #BeautifuLGBT+” campaign.

“Coming Out is #BeautifuLGBTQ+” highlights the real coming out stories of different members of the LGBTQ+ community. For Bianca, a woman of trans experience featured in the series, transitioning marked the first time she felt her outside truly matched her inside. The campaign features a range of people with the LGBTQ+ community and their own unique stories of transformation.

Pantene has committed to telling stories of transformation and overcoming obstacles to eliminate bias, celebrate personal expression and show a more inclusive world that emanates a holistic definition of beauty.

Pantene is also supporting the LGBTQ+ community for GLAAD’s Spirit Day by donating 30% of all Amazon sales to the organization on October 17th.

Spirit Day is a day for speaking out against LGBTQ+ bullying and standing with LGBTQ+ youth who disproportionately face bullying and harassment because of their identities. Pantene believes everyone has a right to be their authentic self and joins a worldwide community that stands behind and supports LGBTQ+ youth.

We encourage you to show your support for the LGBTQ+ community on Spirit Day by wearing purple and encouraging others to do the same. If you are interested in pledging your support to the cause, please visit GLAAD.