Pantene is celebrating black hair in a new social media campaign that lets women with natural hair know that #StrongIsBeautiful.

On Thursday, Pantene launched a new line of hair-care products called Pantene Gold, designed to cater to African-American women. In the ad for the new line, above, black models of all ages rock beautiful natural hairdos pose as a narrator recites a poem about black hair, declaring:

“So many wrong things are said, about how it grows from our head. But to think that beauty is only sleek and wavy is crazy.” 

The ad is the first nationwide commercial for Pantene’s Gold Series, and features women with relaxed, braided, natural, and loc’d hair.

“Because whether we choose to wear it relaxed or natural,” the ad concludes, “Every strand is testimony to our history. That makes us stronger.”