[Photo by: Lush]

Lush is launching an incredible new #TransRightsAreHumanRights campaign, with an amazing mission—and a charitable product to match.

Read more: Lush is discontinuing 29 products

As Bustle reports, the brand is launching a 14-day campaign with the release of a new bath melt called “Inner Truth.” They share that 100 percent of the proceeds—minus taxes—will be donated to groups working to secure transgender rights, including the National Center for Transgender Equality, the Canadian Centre for Gender and Sexual Diversity and others.

Take a peek at the bath melt below, and you can purchase one for $5.95 here.

Lush Inner Truth bath melt
[Photo by: Lush]

However, that's not all. According to the beauty source, 250 stores will take down their current window displays and replace their store fronts with stories of transgender people.

“Our transgender and non-binary Lush staff share their voices about identity and how we can all come together for trans rights,” the beauty brand explains.

“This month, we’re partnering with the National Center for Transgender Equality and the Canadian Centre for Gender and Sexual Diversity to take a deep dive into discrimination faced by transgender and non-binary people in North America.”

Watch their powerful video from the brand below: