L’Oréal is launching the “Beaumoji,” a new messaging keyboard designed to “enhance and animate conversations around the world of beauty.” The keyboard offers 130 popular emojis, all of which were created exclusively for beauty enthusiasts by the popular brand.

Once downloaded, the Beaumoji keyboard is organized into categories including ‘It Girl,’ which features illustrations of current beauty trends like the ombré lip and pastel hair, ‘Pampered Life’ with characters indulging in beauty experiences, alongside symbols of ‘Iconic’ L’Oréal-brand products, such as Urban Decay’s beloved Naked palette and Maybelline New York Great Lash mascara.

So it’s part marketing buzz and part popular emoji, but it is free so take it with a grain of salt. Beaumoji also features categories titled ‘beYOUtiful’ which encourages users to embrace their personal style and express their unique beauty stories, and ‘Love’ which includes icons and gestures to express enthusiasm for all things beauty.

The new keyboard launches today, July 7th, the keyboard will be available for free on both iOS and Android, and consumers can expect seasonal upgrades with new emojis to reflect evolving beauty trends.

To celebrate the announcement, L’Oréal is also unveiling an emoji design contest, inviting consumers to create and submit their own Beaumoji using the hashtag #BeaumojiContest which will be judged by a panel of top beauty influencers. Three winners will receive a trip to New York City for a one-night stay and VIP ticket to Beautycon Festival New York (October 1st), where their Beaumoji will be revealed live on stage alongside some of the industry’s most admired beauty influencers and in front of thousands of beauty industry enthusiasts.

L’Oréal USA was inspired to create Beaumoji by the growth of beauty-oriented conversations on mobile and through social messaging. Social platforms like YouTube, Pinterest, Instagram and Snapchat have completely transformed the way consumers learn about, engage with and relate to the beauty industry. By leveraging social listening tools, L’Oréal saw a surge in these online conversations and the use of the few relevant emojis currently available like the Unicode lipstick and nail polish icons.

According to the company, L’Oréal’s mission, “was to fill the gap between the growing desire to communicate in new ways about beauty and the visual tools available to best illustrate it.”

“We know the online conversation around beauty is huge and continuing to spike along with the shorthand language of emojis. We saw an opportunity to provide expressions and tools for our beauty community that reflect the daily conversations we see happening,” said Rachel Weiss, Vice President of Innovation and Entrepreneurship at L’Oréal USA. “With Beaumoji, our goal is to provide emojis that beauty enthusiasts crave and speak to their unique passions, lifestyles and personalities.”