The company isn’t boasting about using cheap/unpaid/forced penal labor.
It’s a project offering voluntary employment opportunities with fair trade wages to incarcerated women, allowing them to amass decent savings and avoid recidivism (i.e., having to return to prostitution, drug muling, and the other poverty-related crimes as soon as their sentences are up, because they’re right back in poverty where they started).
No, it’s not the all-or-nothing Tumblr justice solution™ of magically abolishing the PIC overnight, but it’s a significant improvement over the literal slave labor most corporations employ, while raking in the entirety of a prisoner’s surplus and setting them up for recidivism.