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Carol’s Daughter tapped Cassie, Solange Knowles and Selita Ebanks for a new multicultural ad campaign aimed at redefining what it means to be beautiful.

The 3 ladies represent multiple ethnicities—Cassie as African-American and Filipina, Selita as Jamaican, Irish, Indian and African and Solange as African-American and French Creole. Also, their hair textures range from sleek tresses to waves to natural curls; their skin tones from olive to brown.

The company’s goal is to appeal to a “millennial generation, which is basically a colorless society,” said Steve Stoute.

“They don’t see color anymore. They’ll say, ‘my father’s black, my mother’s white’…What we’re doing now is moving into a polyethnic space – women who are made up of several ethnicities. If you ask them what they are, they’re going to use a lot of different words to describe themselves. That’s in line with the Census data coming out — people are checking much more than two boxes.” SOURCE

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