Carol’s Daughter is going back to its roots for the message behind its new marketing campaign – “Born in Brooklyn, Made with Love.”

The brand is cleverly using the hashtag #BornAndMade to promote the campaign on social media. The campaign wants to encourage every girl to be who they were made to be, the brand says.

Lisa Price, Carol’s Daughter founder, says, “It’s important for girls to understand and recognize their power and the right way to use it. It’s imperative to remind them of who they are, and what they are…in the world. If I can help with that, then I’m getting up for a good reason every day.”

Carol’s Daughter has partnered wih the non-profit organization, I Am That Girl, co-founded by Emily Greener. The brand will also work with influential beauty bloggers, and writer Michela Angela Davis.

A series of videos and print ads will tell Price’s own story, while the brand’s fans are being asked to make their own images to share on social at #BornAndMade.