Caitlyn Jenner announced via Instagram that she has officially partnered with MAC cosmetics, and is releasing a limited edition lipstick called ‘Finally Free’.
“I’m finally free to announce my partnership with @MACcosmetics! All sales of our lipstick shade, (called) Finally Free, go toward improving transgender communities. Look for it in April,” the reality star captioned a behind-the-scenes picture of her advertisement.
Caitlyn chose a ‘rosy nude’ shade for the lipstick and she describes it as an “everyday look.”
She was involved in the whole process, from the colour selection to the naming.”I wanted a name that I use, and which represents the community. This is who I am: Finally Free.”
MAC revealed: “100% of the selling price goes to the M•A•C AIDS Fund Transgender Initiative, to further its work in support of transgender communities.”
In an exclusive interview on MAC’s website Caitlyn said: “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 toward trans issues because we need funding. MAC is a global company.
“I realize that I’m in a position where I can help people who are really struggling by creating a platform and bringing exposure to the issue.”
MAC’s Viva Glam campaign is no stranger to diversity. MAC has also chosen drag queen RuPaul, singers Elton John, and K.D. Lang to promote the initiative, which donates 100 per cent of the proceeds from all of the line’s product sales to the MAC AIDS Fund.