Estée Lauder’s MAC Cosmetics brand is encouraging their audience to show off their differences using the #MACChallengeAccepted hashtag.

Global Creative Director Drew Elliott said they’re also partnering with celebrities Cher and Saweetie, showcasing that their makeup is “built for stars onstage or off.” In addition to the hashtag and celebrity feature, the brand will run a TikTok and Instagram series highlighting emerging beauty trends in this social-first campaign.