MAC Cosmetics had added female bodybuilder Jelena Abbou to its list of “faces” representing the brand, but this time she’s not as recognizable as the brand’s prior spokespeople, like Lady Gaga or Nicki Minaj. But, she has been on the covers of popular fitness magazines.

Abbou is representing MAC’s new collection, appropriately named “Strength,” in its new ad campaign shown. The collection’s bright lipsticks are no doubt meant to be worn by fearless women who want their makeup to stand out – there is even a gilded black shade, with gold pearl, called Firm Form.