Last week, rumors began floating that Caitlyn Jenner was launching her own cosmetics line. But, now it’s been revealed that Jenner has followed in the footsteps of her famous daughters and has signed a lucrative contract with MAC Cosmetics.
Jenner made the announcement yesterday on her social media pages, revealing that she has her own custom lipstick called “Finally Free.” Jenner also revealed the first ad from her endorsement deal with MAC, which showcases the statuesque beauty in a screen-goddess themed shoot in a shimmery golden gown and a glam squad tending to her dress and hair.
“I’m finally free to announce my partnership with @MACcosmetics! All sales of our lipstick shade, Finally Free, go toward improving transgender communities. Look for it in April! #MACCaitlynJenner,” she captioned the photo.
As with their VIVA GLAM line, MAC shared on their website that all of the proceeds from the sales of Jenner’s “Finally Free” lipstick will go to “the MAC AIDS Fund Transgender Initiative to expand its support of much needed grants to organizations and programs dedicated to improving transgender lives.”
Jenner also gave an interview with MAC about her collaboration and explained her inspiration for the lipstick’s name. “I wanted a name that I use, and which represents the community. This is who I am: Finally Free,” she said.
Jenner also explained why she chose to partner with MAC. “MAC was the first to come to me and a company, I realized, would really make a big commitment,” Jenner 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 transgender issues because we need funding. MAC is a global company. It’s in places around the world where there are not only trans issues, but women’s issues. These are a major subjects that you have to talk about.”
She also discussed her role as transgender activist and icon and explained that she felt the collaboration with MAC is so important to her community because they’re going to invest much-needed funds to improve trans lives. And in Jenner’s eyes, the key to bringing about a change for the better for the trans community lies in gaining financial power.
“What we’re trying to do now is up it on the trans side. I have learned so much in the last nine months. It comes down to finances. It drives you crazy, but you’ve got to have financing,” Jenner said. “I was visiting with the LGBT Center in New York and they have a Trans Latina group. They do wonderful work, I mean, wonderful work. They’re out there helping sex workers get off the streets. They’re doing HIV testing, which is a big problem in the trans community because of the survival crime of doing sex work. So I asked, “What’s your budget?” The whole budget for the entire year is $10,000. I was shocked. How can you run this for $10,000 a year? If they had more resources — and it doesn’t take a tremendous amount of money — they could do so much more work.”
Jenner’s fans will be able to throw their weight behind the lipstick and Jenner’s cause when “Finally Free” goes on sale exclusively online for $17 beginning April 7.