Caitlyn Jenner is going up against daughter Kylie in the world of make-up by launching her own lipstick with MAC Cosmetics.
The transgender Olympian-turned-reality star has teamed up with bosses at the beauty giant to unveil her own signature colour, titled Finally Free.
All proceeds from the limited edition rosy shade, which will go on sale online in April, will benefit the MAC AIDS Fund Transgender Initiative, which aims to improve the lives of transgender people.
"MAC was the first to come to me, and a company, I realised, would really make a big commitment," Caitlyn explained of her decision to go into business with the firm.
She continued, "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."
Caitlyn joins the likes of Nicki Minaj, Lady Gaga, and Rihanna as MAC girls who have all been honoured with their own lip colours, and Kim Kardashian's step-parent reveals choosing a neutral shade was important to her.
"I wanted a lipstick that would be universal, suited to more people, and was an everyday lipstick, not just a high-glam, once-in-a-while kind of lipstick," the 66-year-old stated on the MAC website.
"I like a little colour on my lips, not a lot during the day. And this rosy nude is the colour I've gone to. To be honest, I want people to use it every day so they have to buy more. I want to raise a lot of money. It's very simple."
Caitlyn, who confirmed she was transitioning from male to female during a TV interview in April 2015, has long touted MAC products as her go-to cosmetics.
"I primarily use MAC products, I think they do a great job," she revealed in a WhoSay video in September.
"I love their coverage. It's been a lot of fun for me to learn kinda the make-up and how it works."
News of the new business venture emerges a week after Caitlyn was reported to have filed trademarks to use her name for future beauty products.
She is the latest of the Kardashian/Jenner clan to move into the make-up industry. Her daughter, Kylie Jenner, 18, is currently experiencing huge success with her Kylie's Lip Kit range, which has repeatedly sold out upon release since its initial launch last year.
Stepdaughters Kim, Kourtney and Khloe Kardashian also have many beauty strings to their bow.
Their Kardashian Beauty range includes lipsticks, mascaras, eyebrow products, powders, illuminators and a full haircare offering, in addition to the release of perfumes in the past.