Mary Kay is determined to get the message out that the $3 billion a year company is not your mother’s makeup. Its newest effort in this regard is a deal struck with the popular and edgy fashion-focused show, Lifetime’s hit series Project Runway All Stars.

As the official beauty sponsor of the third season of the series, Mary Kay will capture a national audience, as up-and-coming designers perfect their looks on models in the Mary Kay Color Design Studio in every episode.

In its most competitive season ever, 11 former top-ranking Project Runway contestants will face-off in Project Runway All Stars Season 3, premiering Thursday, Oct. 24 at 9 pm EST on Lifetime. Known for big, bold fashion, celebrity make-up artists will exclusively use Mary Kay products on the show airing October through January.

“Project Runway All Stars is the perfect platform to showcase our legendary beauty products and introduce our newest line of born-to-be-fun color cosmetics, Mary Kay At Play, which focuses on Gen Y and the next generation of Mary Kay brand lovers,” said Sara Friedman, vice president of U.S. Marketing for Mary Kay Inc. “We know our independent sales force members will also love tuning in each week to watch the show as celebrity make-up artists apply Mary Kay products that their customers at home can replicate for a runway inspired look.”

Throughout the season, budding designers’ skills are put to the test. Fans of the hit show can also look forward to seeing two Mary Kay vignettes where celebrity make-up artists demonstrate how to get Project Runway All Star inspired looks.

Actress Alyssa Milano will host as the best of the best compete for the largest prize package in Runway history worth over three quarters of a million dollars including an entire year’s worth of Mary Kay products for the winner’s fashion shows, as well as professional makeup artist services for their debut show.