The online movement started last year by beauty founder Sharon Chuter, which urged businesses to disclose how many Black leaders they have in their businesses with the call-to-action #PullUpOrShutUp, will donate funds to founders through a public pitch contest.

The group is raising money for the founders by partnering with established beauty brands, including NYX and Maybelline, to repackage some of their hit products and selling them at Ulta Beauty and the campaign’s site, MakeitBlack.org. The gross profits will benefit founders, who will compete for capital publicly online. The public will be able to vote on the winners.