Fusion Brands Inc., the parent company of international beauty brand FusionBeauty, has announced that it has signed celebrity Kim Kardashian as the face of the FusionBeauty Colorceuticals collection. Kardashian will represent the LipFusion franchise as well as the launch of new Illumifill Line Filling Luminizer.

Kardashian’s campaign with FusionBeauty will launch this spring with print advertisements in leading fashion and beauty publications as well as several in-store appearances on behalf of the brand at soon-to-be-announced locations across the U.S.

“We are thrilled about this partnership,” says Caroline Pieper-Vogt, CEO of Fusion Brands Inc. “As a confident, passionate and driven woman, who is beautiful both inside and out, she perfectly embodies the brand and will be a source of inspiration and empowerment for all FusionBeauty women.”

“Kim appeals to women of all ages and demographics,” adds Roslyn Griner, senior VP of marketing and business development. “As an international beauty brand we were looking for an ambassador who all women can connect with and Kim has that inimitable universal appeal.”

This partnership is not the first time Kardashian and Fusion Beauty have hooked up. She first partnered with Fusion Brands this past October for the launch of its long-term lip plumping gloss, Lipfusion Infatuation. In this role, she hosted a launch event at Sephora Hollywood where thousands of fans came out to have her sign the product and see her present a check on behalf of the brand to the Seven Bar Foundation, a non-profit organization that raises funds globally for microfinance institutes while creating awareness of the power and effectiveness of microfinance as a poverty alleviation tool for women.

“Fusion Beauty is a smart, sexy, forward-thinking company that continues to push the boundaries of the beauty industry,” says Kardashian. “I deeply admire them for their beauty innovations and commitment to philanthropy and I’m so excited to represent a brand that I have been a long time fan of.”