We all do things on the regular to help us feel more beautiful. From trying new beauty products every month (okay, maybe every day) to striving for perfect skin care habits, getting caught up in trying to be 鈥渂eautiful鈥 can be exhausting. But what if our collective beauty confessional was understanding that beauty isn鈥檛 something to strive for but instead is a feeling we all have inside?

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Well, for one company, that鈥檚 exactly what they鈥檙e challenging people to do. Lycored, a leader in the research and development of carotenoid-based products, recently released the below video as part of their #rethinkbeautiful campaign, in an effort to create a conversation around beauty being a concept that starts as a feeling inside each of us.

鈥淪imilar to other bigger markets like France and Japan where nutrition and natural supplements are part of the social norm in the beauty space, we too are trying to change the conversation stateside, by going 鈥榮kin deep,鈥 reimagining what 鈥榠nner beauty鈥 can be, in more ways than one, and breaking beauty of its proverbial box,鈥 said Zev Ziegler, head of global brand & marketing for Lycored. 鈥淲e want to create an emotional connection to ingestible skin care to make it a mainstream success in the United States as well. And we want you to join us.鈥

The intimate, candid video highlights various individuals, male and female, sharing what beauty means to them. It aims to challenge the traditional notion of beauty and instead show that beauty means something different to everyone.

When asked what the catalyst of the campaign was, Zev shared, 鈥淥ur biological, biochemical, and physical systems can at any moment invite our body towards beautiful skin. For example, the less stressed we are, the better we look. When we are calm, content or smile, you can see the difference. If your objective at any moment is to look beautiful, we should start with this energy within ourselves to power the way we look.鈥

And that鈥檚 a movement we can get behind.

Share how you #rethinkbeautiful with us @BritandCo!