WEST ALLIS, Wis. (AP) — For women who have survived breast cancer, breast or nipple reconstruction can be a first step toward looking like their old selves.

Now, a Colorado organization called P.ink is helping some of those women, and others who don’t choose reconstruction, in their emotional healing — through tattoos to help conceal their scars.

Its first annual P.ink Day was in 2013, when it connected tattoo artists with 10 women in Brooklyn, New York. In 2014, the event expanded and helped 38 women in 12 cities in the U.S. and Canada.

P.ink’s charitable arm also raises money to pay experienced tattoo artists for working with survivors during other parts of the year.

P.ink also created a smartphone app where women can look at designs and try one on via photo.