Caitlyn Jenner is making her mark on the beauty industry.
The E! reality star was named the new face of MAC cosmetics on Friday, in a landmark deal that makes her the first transgender person to land a large mainstream beauty contract.
“One hundred percent of the sales from her signature shade, ‘Finally Free,’ will benefit the MAC AIDS Fund Transgender Initiative to expand its support of much needed grants to organizations and programs dedicated to improving transgender lives,” the statement revealed.
As to why Jenner was the natural choice for MAC, “her beautiful transformation inspires all of us to live our best lives and to honour who we are,” the company said. “Differences are what make us interesting. Acceptance, warmth and understanding are what make us human.”
In a Q&A on their corporate site, Jenner said she is impressed with the company’s philosophy as a whole — not just their products.
“MAC is a global company. It’s in places around the world where not just trans issues, but women’s issues, are a major subject that you have to talk about,” she explained.
“Before I came out, the impression I had of MAC was, ‘That’s quality; that’s the good stuff.’ Not only is it the good stuff, but MAC also has the willingness corporately to use its reach to make a difference, to change people’s minds. To help raise funds for HIV and AIDS, and in our case, for trans issues,” Jenner added.
The “Finally Free” lipstick is a mid-tone, rosy nude that “champions all ages, all races and all sexes,” according to the brand.
It goes on sale from April 7 for $17.