According to the brand, the idea for the new campaign was inspired by the Billie team, which is 80% women. "With many of us working from home, we're suddenly coming face to face with our own faces several times a day via video chat," a representative for the brand says. "Too often, our knee-jerk reaction is to scrutinize the face staring back at us and immediately apologize for it, often without even realizing we're doing it. Maybe it's for our unwashed hair, shiny foreheads, or grown-in eyebrows — but in reality, we're just apologizing for looking like ourselves."