Model Joan Smalls is starring in Estee Lauder’s new lipstick campaign, which promotes the new 12-color collection she inspired – the Pure Color Envy Matte Sculpting Lipstick collection. The campaign includes both print ads and videos, like this one.

The vibrant colors in the new collection include: Neon Azalea, an effervescent pink; Commanding, a black cherry; and a deep brick red, Decisive Poppy.

There is also Shameless Violet Lipstick, shown above – a color inspired by the purple shade Smalls wore to last year’s MET Gala. The shocking hue inspired lots of comments from Smalls’ Instagram followers, which EL’s marketing execs must have noticed.

Photo above: Instagram/JoanSmalls.

Smalls captioned the photo: Feeling a little #Shameless and #Extrovert with my @esteelauder #Lips. I love mixing two colors in one. Will be rocking this for the rest of the summer!