Mac Cosmetics has signed Caitlyn Jenner as its latest brand ambassador.
The reality star has joined forces with the make-up brand to launch a rose lipstick called Finally Free.
In a statement on Mac's website, 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."
100 per cent of the profits from the lipstick will benefit the Mac AIDS Fund Transgender Initiative, supporting work in transgender communities.
Jenner added of the product's name: "I wanted a name that I use, and which represents the community. This is who I am: Finally Free."
The 66-year-old former Olympian, who was known as Bruce Jenner before her transition last year - joins the ranks of Lady Gaga, Miley Cyrus, Rihanna and Nikki Minaj as a Mac ambassador.