*It has taken only three days for beauty brand Lipslut, launched by three college students in San Luis Obispo, Calif., to generate $10,000 in sales for victims of the horrific racial violence in Charlottesville.

The brand was birthed shortly after  Donald Trump’s inauguration, selling one shade of matte pink liquid lipstick called “F*ck Trump” for $20. When customers check out, they can cast their vote for one of nine charities, including Planned Parenthood, She Should Run, the ACLU and the National Organization for Women.

However, when Charlottesville exploded with white supremacist violence, where 32-year-old Heather Heyer died and 19 others were injured when a car plowed through a group of activists counter-protesting the neo-Nazi and white nationalist groups, the team decided to switch things up.

“Lipslut is already a political and philanthropic brand, so we already have a big platform for this, and I just thought, ‘How could we not donate in the face of this tragedy?'” Katie Sones, one member of the company’s three-person team, told The Hollywood Reporter on Thursday.

The website already donated 50 percent of all sales to whichever charity has received the most votes throughout the F*ck Trump campaign, which is due to conclude in a few months.

The team has since added a “Charlottesville” option to their check-out process and vowed to donate 100 percent of the proceeds from each sale to help victims of the ordeal, as well as to Black Lives Matter Charlottesville and the Albemarle-Charlottesville chapter of the NAACP.

According to Sones, Lipslut received about 450 new orders since announcing its plans to donate to Charlottesville, almost 10 times what is typical for that timeframe.

The option to donate to Charlottesville will be open through the end of August.

In the meantime, the Lipslut team is working on coming up with ideas for new campaigns and products that underscore the company’s tagline, “50 percent towards charity, 100 percent against tyranny and, of course, 100 percent cruelty free.”