This month, wearing bright lipstick is more than a fun fashion statement. It’s an invitation to start a conversation about women’s mental health.

Welcome to Liptember.

LAUNCHED IN 2010 by Australian mental health advocate Luke Morris, Liptember is a monthlong campaign that focuses on raising awareness of women’s mental health.

Now expanding globally, Liptember is different from National Mental Health Awareness Month in May. It focuses on the unique challenges women face, which include societal beauty standards and sexism in the workplace. The bright lipstick is an outward symbol of why it’s critical to support women’s mental health, now more than ever.