MAC Cosmetics has announced Caitlyn Jenner as its latest brand ambassador, the 66 year-old joins the ranks of other MAC ambassadors including Lady Gaga, Miley Cyrus, Nikki Minaj and Rihanna.
The partnership is Jenner‘s first major cosmetic campaign since announcing her gender transition last year. Jenner’s lipstick, which is called Finally Free, launches April 7th.
In a statement on Mac’s website, the company said: “One hundred per cent 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.”
In a interview with the company, Jenner said: “Mac was the first to come to me, and a company, I realised would make a big commitment. I knew the Viva Glam campaigns; I saw that the proceeds were going, in those cases, mainly to AIDS and HIV causes, and I was wondering if they were interested in doing something specifically geared towards trans issues because we need funding.
“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.”
The products name celebrates Caitlyn’s transition, she said “I wanted a name that I use, and which represents the community. This is who I am: Finally Free”.