Giving back has been part of the Paul Mitchell DNA since the brand’s inception, whether taking steps toward sustainability, helping families in need, supporting underserved kids or empowering communities to lead a healthy lifestyle. To commemorate the launch of the new and improved Paul Mitchell website, the brand is engaging fans to join them in the pay it forward movement.

Underway now, Paul Mitchell fans can utilize #GivingIsMyStyle to tell why they think it’s important to give back, and/or how they’re making a difference—for every share, participants will claim a spot in the giving gallery on the Paul Mitchell website, and the brand will donate $1 to one of their charity partners* (supported organizations include: Waterkeeper Alliance, Boys & Girls Clubs of America, ReforestAction, Grow Appalachia and Bright Pink).

The new Paul Mitchell website will be divided into two sections, “Feel Beautiful” and “Live Beautifully” to further underscore the brand’s equally shared focus on style and giving. The “Feel Beautiful” area will provide a showcase for all product collections (including: Paul Mitchell, Tea Tree, MITCH, Neuro Styling Tools and Paul Mitchell ProTools™) and in-salon services, and for those who seek style inspiration, hair tutorials, tips and an “Ask a Stylist” forum will also be available.

 The “Live Beautifully” portion will provide a glimpse into the “who, what and why” behind the company, including features on brand history, leaders, corporate culture, philanthropic contributions, sports partnerships and more.

Visitors can contribute content to the site by using specified hashtags via social media. The fully responsive platform also seamlessly integrates the Paul Mitchell salon locator service and ecommerce functionality for customers in certain U.S. states.

Follow the campaign with @PaulMitchellUS on Twitter and Instagram.

 *$1 per person, up to $200,000