Makeup brand Hard Candy has applied to trademark “Me Too.” Yes, that #MeToo. The one founded by Tarana Burke more than ten years ago that has seen a resurgence in visibility and power in the months since Alyssa Milano tweeted it—and as women continue to speak out about the harassment and assault they have suffered.

TMZ first reported the news yesterday that the beauty brand—which began as a cult favorite in the ’90s with its offbeat nail colors—had put wheels in motion to secure the language “Me Too” for makeup and fragrances. According to The Cut‘s patent search, the company submitted the application on October 20. TMZ also reports that Julian Falic, the CEO of Hard Candy‘s parent company, wasn’t specific about plans but that the “intention is to give back to women worldwide” and not a play to make money off the movement.

Hard Candy would certainly not be the first brand to try to get involved in a cultural moment. Nor would they be the first brand to add a charitable element to their sales, if that is indeed the intention. And at this point, it’s unclear even if the application will be approved (as The Cut notes the process generally takes three months), but we’ve reached out to Hard Candy for additional information and will update as more is provided.

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