Maybelline has a new spokeswoman: model Charlotte Free.

The fuchsia-haired Free will make her debut as spokesmodel this summer in a TV campaign.

“It’s an honor to represent this truly iconic brand and a dream come true,” said Free.

Discovered in 2010 in an arcade, the Los Angeles native has walked for designers like Marchesa, Vivienne Westwood Red Label, Richard Chai and Jeremy Scott. In addition, she has appeared in campaigns for Uniqlo, Edun and Seven For All Mankind.

“Charlotte is the new generation of beauty,” said Damien Bertrand, global brand president of Maybelline New York. “Her great energy and her unconventional style make her unique. Spontaneous, confident and daring, Charlotte is the perfect representative of the Maybelline New York woman.”

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