Beauty brands are launching cosmetics-themed dog toys to reach pet-loving consumers, playfully showcase product features and brand values, and support worthwhile causes—and e.l.f. Cosmetics is the latest to do so with its Pawer Grip Primer Dog Toy.

This cosmetics tube-shaped dog toy takes after e.l.f. Cosmetics’ bestselling Power Grip Prime—one of which sells every 3.5 seconds—and brings attention to e.l.f. as an official partner of Best Friends Animal Society. Through this partnership, the clean, vegan, and cruelty-free brand double-certified by Leaping Bunny and PETA is donating $25,000 to the organization’s efforts to support pets and people impacted by the California wildfires.

Made in partnership with Best Friends Animal Society, the plush Pawer Grip Primer Dog Toy with a squeaker is only available for a limited time.