ELF wants more dupes. But the fast-growing beauty company isn’t talking about knock-off lip tints or mascaras.

ELF has rolled out a new campaign called “Dupe That,” which it says serves as an invitation for other companies to duplicate its purpose-driven practices.

“Our e.l.f. ethos powers purpose, our purpose powers people, our people power performance – and our performance powers possibilities,” said Kory Marchisotto, e.l.f. Beauty’s CMO. “The more we unapologetically lean into our purpose, the stronger the signals to keep using our megaphone to help make the world an increasingly brighter place for every eye, lip and face. At e.l.f.’s core is democratizing access—to the best of beauty, to wealth creation, to level playing fields in sports and business, to wellness, to a better planet and, perhaps most importantly, to doing it all with kindness. Please, Dupe That!”

“Dupe That” campaign messaging is displayed on the 22 LED screens that make up the marquee e-panel wall in The World Trade Center retail complex in New York. The company also has a two-page spread in The New York Times.

The campaign will be heralded throughout e.l.f.’s social-media ecosystem as well.

Messaging includes ELF’s “democratizing” access to beauty;  its profit donation earmarked to drive positive change;  on going work to elevate women and diversity at the board of director level at more companies; its employee ownership efforts; and its cruelty-free certifications (PETA and Leaping Bunny Program).

The ‘Dupe That!’ campaign also follows the release of ELF’s annual Impact Report earlier this month.