For ThirdLove, it’s all about giving back.

This was a key message Heidi Zak, CEO and co-founder of e-commerce intimates apparel brand ThirdLove, shared as she described her company’s TL Effect program during November’s Women in Retail and Total Retail Virtual Exchange. The program, Zak said, was created to encourage and support early-stage consumer-focused companies run by female entrepreneurs of color. In October, ThirdLove named Arah Sims, founder and CEO of Kyütee Beauty, as the winning recipient of its program.

Kyütee Beauty is a direct-to-consumer nail glam brand that sells distinctive nail polish art designs in an effort to empower people by expanding the canvas for self-expression to nails. With a mission to provide the world with trendy, “kyute” and unique nail glam, the company offers technologically advanced peel-and-stick nail polish that can be applied in just two seconds to three seconds, lasting up to 10 days to 14 days at a much more affordable price point than a traditional salon manicure.

“It was incredibly inspiring to learn about Arah and her passion for growing Kyütee Beauty,” Zak said.

Under the program’s guidelines, Sims was selected from a pool of 650 fellow candidates to receive significant and lasting support from ThirdLove. This includes a $20,000 grant in collaboration with Felicis Ventures; dedicated office space for working, meetings, and photoshoots at ThirdLove’s headquarters; amplification through ThirdLove’s blog and social platforms; and business and financial advice from ThirdLove’s founders.

To watch the full interview with Heidi Zak from the November installment of the Women in Retail and Total Retail Virtual Exchange, as well as interviews with other retail executives, click here.