Sometimes something as seemingly simple as a hashtag is more like a movement. The latest to have us double tapping is #BornAndMade, a call to action for women that is resulting in these awesomely illustrated mad lib-style images:

Beautiful, right? There鈥檚 a LOT of beauty behind them actually. Created by Brooklyn-born hair care company Carol鈥檚 Daughter and non-profit I Am That Girl, the campaign seeks to inspire women to love, express and be exactly who they are and were truly born to be 鈥 not who others think they鈥檙e 鈥渟upposed鈥 to be. As of writing, about 23,000 women have expressed just that, posting their pictures with the hashtag across Instagram and beyond.

In an interview with Allure, when Carol鈥檚 Daughter founder Lisa Price (pictured above!) was asked why she thought the campaign resonated so much with women, she responded: 鈥淚t reminds women of who they are individually while uniting them at the same time. It gives them power to celebrate their uniqueness and a chance to honor their heritage, background and culture in a proud manner.鈥

There鈥檚 something really exciting about a beauty company, specifically, working to help women tap into who they were born to be instead of trying to get them to fit a mold that works for said company and their products. At BornandMade.com, women all around the world are encouraged to showcase and celebrate their beauty by uploading a photo of themselves, completing declarations 鈥渂orn in,鈥 鈥渕ade with鈥 and 鈥淚 am ___鈥檚 daughter.鈥 From there, you can share it via Instagram with the hashtag #BornandMade. The site says it鈥檚 not another campaign, but rather a commitment, suggesting they aim to make it a part of their mission from here on out.

This isn鈥檛 the first we鈥檙e hearing about multicultural beauty brand Carol鈥檚 Daughter. As some of our favorite maker stories go, the company had humble beginnings in Lisa Price鈥檚 Brooklyn kitchen. Carol鈥檚 Daughter products can now be found in every Target nationwide. 鈥淗ow I was born and made has affected me in every way, making me the person I am today,鈥 Lisa聽told The Huffington Post. 鈥淚f we could all reflect on that, it puts so much into perspective.鈥

Have you uploaded your photo yet? Let us how you were #BornAndMade in the comments below!