She was already the first transgender model to be profiled in Vogue. Now Andreja Pejić, 23, just became the first transgender model to have her own major beauty ad campaign.
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Originally announced back in April, Pejić’s first campaign with beauty brand Make Up For Ever has launched. Its title: “Be. Bold. Be Unexpected. Be You.”
The campaign, which consists of a social media challenge and limited edition eyeshadow palettes, is about “pushing boundaries in a positive way,” Pejić says in the release video.
OMG It's here! My #bemakeupforever campaign with @makeupforeverofficial is now live in at all @sephora stores across the US and Canada!!!! Ya'll better go and take photos next to my face and pick up my major palette!!! #feelingblessed A photo posted by Andreja Pejic (@andrejapejic) on Jul 16, 2015 at 9:44am PDT
Pejić spent almost a decade working as an androgynous model for both menswear and womenswear before her gender confirmation surgery in 2014.
“Being bold is about freedom,” Pejić says in a press release. “It’s hard for anyone to grow up and not be afraid of what others think. Makeup helps me express myself and I’ve used it in varying ways throughout my life. I have strived to live life on my own terms, to never have to hide and to never have to feel shame about who I am."
Be Bold! Be Unexpected! Show me your 3 MOST MAJOR makeup looks and I'll pick a winner for a custom #bemakeupforever palette + $500 worth of MUFE product. All you have to do is : 1) Upload 3 transformative makeup looks in a row on Instagram (profile must be public) 2) Follow @makeupforeverofficial 3) Tag a friend(s) 4) Tag your photos with #AndrejaxMUFEchallenge and #BEMAKEUPFOREVER #GetToIt A photo posted by Andreja Pejic (@andrejapejic) on Jul 18, 2015 at 11:38am PDT
"I just feel amazing to finish my transition and come out, and live a truthful life, and to be a covergirl of a great makeup line," Pejić told Mashable in June.
In addition to her recent campaigns and joining Taylor Swift’s squad, Pejić plans to release a documentary on her life and transition.
"It's not an easy process, it's not a fairytale, but I think it can be a very beautiful thing," she says.
Check out the full campaign video below: