Beauty is on a mission to attract more women to the digital realm.

The Fashion Institute of Technology (FIT) Cosmetic and Fragrance Alumni Association (CAFAA) is holding its first annual charitable event to help raise $25,000 to fund a scholarship in the technology and engineering sector in partnership with L’Oréal USA’s in-house digital women’s group, Women in Digital, and SoulCycle, the indoor cycling class in New York.

On Monday, May 20 at 8:30 p.m., FIT alumni association members, L’Oréal USA Women in Digital members, as well as avid cyclist Marc Speichert, Chief Marketing Officer of L’Oréal USA and co-chair of L’Oréal USA Women in Digital, will ride for a cause at SoulCyle, 140 East 63rd Street, New York, NY.

The event is open to the public, which calls for a minimum goal per rider of $500, to raise money to fund college scholarships to benefit a graduate of Girls Who Code, a national nonprofit organization dedicated to closing the gender gap in the technology and engineering sectors. The Fashion Institute of Technology Alumni Association has already contributed $2,000 towards the cause.

Space is limited and reservations can be secured by visiting:

Carly Guerra, President, FIT Cosmetic and Fragrance Marketing and Management Alumni Association, said the group’s strategy for this year has been “the Year of Digital” and that the fundraiser “is aligned with our mission to educate and enrich our alumni and the industry we serve, with a commitment towards charitable initiatives. A partnership with L’Oréal Women in Digital to support the not-for-profit Girls Who Code emerged as the perfect alliance to fulfill our mission at our first fundraising event.”

Lea Koussoulis, Assistant Vice President, Global Interactive Marketing Redken & PureOlogy DMI, said, “It was a natural partnership, and in line with our mission, to extend our program to support the NEXT generation of girls in technology. L’Oréal’s Women in Digital Program focuses on all women working in digital marketing, technology and IT functions by providing testing, recruitment, and networking opportunities focusing on how technology is revolutionizing the beauty industry. Through events like this, we hope to broaden awareness of digital’s importance to different industries. This cause specifically focuses on young women who have the potential to work in digital and IT fields to represent the future of leaders and innovators in technology. It is important to support organizations like Girls Who Code who work to educate and equip young girls with the resources to pursue such opportunities.”